文献类型：期刊文献

中文题名：微信公众平台的用户持续使用意愿研究

英文题名：Research on Continuance Use Intention of WeChat Public Platform

作者：李嘉[1];任嘉莉[1];刘璇[1];范静[2]

机构：[1]华东理工大学商学院,上海200237;[2]北京外国语大学国际商学院,北京100089

年份：2016

卷号：34

期号：10

起止页码：26

中文期刊名：情报科学

外文期刊名：Information Science

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2014】；CSSCI:【CSSCI2014_2016】；

基金：国家自然科学基金面上项目(71371005;71471064;71573022);上海市浦江人才计划项目(15PJC019)

语种：中文

中文关键词：信息系统;持续使用;使用与满足理论;自媒体

外文关键词：information systems; continuance use; theroy of uses and gratifications; we media

摘要：微信公众平台是自媒体时代企业营销和服务的一块重地,对于吸引客户、提高客户满意度和客户忠诚度具有重要意义。因此,如何留住微信公众平台上的客户,让他们产生持续使用意愿就成为一个很有意义的问题。本文从使用与满足理论的视角出发,研究了微信公众平台的用户持续使用意愿问题。结合微信公众平台和微信的特点,我们识别出三类用户满足:功用满足、社交满足和享乐满足。研究表明,功用满足、社交满足和享乐满足对用户的持续使用意愿均有显著的正向影响。同时,功用满足、社交满足和享乐满足之间还存在相互替代的效应。当功用需求、社交需求和享乐需求中的任何一个被满足时,用户都会有意愿继续使用。然而,满足多个需求并不会进一步增强用户持续使用意愿。
We Chat public platform is an important place for the enterprise＇s marketing and service campaigns in we mediaage, because it has the potential to attract new customer, increase customer satisfaction and loyalty. How to retain the usersin the We Chat public platform and keep them actively using the system is a significant research question. Therefore, this re-search investigates the user＇s continuance use of We Chat public platform from the uses and gratifications perspective. Weidentified three categories of user gratification as functional gratification, social gratification and entertainment gratification.The results indicate that functional gratification, social gratification and entertainment gratification all have significant posi-tive effects on continuance use intention. Meanwhile, functional gratification, social gratification and entertainment gratifica-tion are complement to each other. That is, when any of the three gratifications are satisfied, the user will have the continu-ance use intention. However, more gratifications don＇t lead to higher continuance use intention.