本文選題：企業(yè)　切入點(diǎn)：微信公眾號(hào)　出處：《現(xiàn)代情報(bào)》2017年05期

【摘要】：遵循"前因-過程-結(jié)果"的分析思路,在整合使用和滿足理論與技術(shù)可接受模型的基礎(chǔ)上,構(gòu)建了企業(yè)微信公眾號(hào)的用戶使用意愿影響機(jī)理模型,運(yùn)用結(jié)構(gòu)模型方法進(jìn)行了實(shí)證檢驗(yàn)。研究結(jié)果表明:信息需求、社交需求、便利需求和經(jīng)濟(jì)需求能夠通過感知有用性正向影響企業(yè)微信公眾號(hào)的用戶使用意愿;而娛樂需求和便利需求則可以通過感知易用性對(duì)企業(yè)微信公眾號(hào)的用戶使用意愿產(chǎn)生正向影響;以上5個(gè)維度的心理需求變量對(duì)企業(yè)微信公眾號(hào)的用戶使用意愿的總影響效用從大到小依次為信息需求、便利需求、經(jīng)濟(jì)需求、社交需求及娛樂需求。
[Abstract]:Following the "antecedent-process-result" analysis idea, and on the basis of integrating the theory and technology acceptable model of using and satisfying, this paper constructs the mechanism model of user's willingness to use of the enterprise WeChat Official account. The results show that information needs, social needs, convenience needs and economic needs can positively affect the users' willingness to use by perceived usefulness; And the entertainment demand and the convenience demand can have the positive influence through the perception ease of use to the enterprise WeChat Official account user's intention to use; The total effects of the psychological demand variables of the above five dimensions on the users' willingness to use the enterprise WeChat Official account are followed by information demand, convenience demand, economic demand, social demand and entertainment demand.
【作者單位】： 安徽大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金青年項(xiàng)目“基于消費(fèi)需求的企業(yè)環(huán)境效率評(píng)價(jià)與優(yōu)化方法研究”(項(xiàng)目編號(hào):71401001) 安徽省哲學(xué)社會(huì)科學(xué)規(guī)劃項(xiàng)目“用戶節(jié)能服務(wù)使用影響機(jī)理及其提升策略研究”(項(xiàng)目編號(hào):AHSKQ2016D14) 安徽大學(xué)博士科研啟動(dòng)資金項(xiàng)目“煤礦企業(yè)節(jié)能減排動(dòng)力機(jī)制及體系構(gòu)建研究”(項(xiàng)目編號(hào):J10113190111)
【分類號(hào)】：F274;G206
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本文編號(hào)：1667311