智能手机用户对微信接受行为影响因素研究

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1、万方数据东北大学硕士学位论文AbstractTheResearchontheInfluencingFactorsofSmartphoneUsers’AcceptanceBehaviorofW_echatAbstractAsamobileinstantmessagingsoft，Kikattracted1millionusersatabreathtakingspeedafterlaunchingintothemarket15days．ThesuccessofKikattractedmanyChineseinternetworkers．Theyinventedmanyapplica

2、tionsasKikbymakingamicroinnovationtoKik，suchasMichat，尉l(iandFeidou．Asthemostexcellentintemetcorporationinchina，TencentinventedWechatinJanuary2011．Fromtestingthemarkettogainingmorethan300millionusers，fromthevoiceintercomtooltoadiversificationthree-dimensionalcommunicationplatform，asafreeappli

3、cationthatoffersinstantmessagingservicetoSmartphoneusers，Wechatbecameverypopularfromlaunchingintothemarketin2011．Nowthereare1．038billionSmartphoneusersaroundtheworldandthenumberisstilltoincreasingaccordingtothereportfromStrategyAnalyticsinOctober2012．Thereareonlymorethan300millionusers．Itise

4、asytoseethatWechathasahugespacefordevelopment．HowtomakeoldSmartphoneusersandnewonesbecomeW色chatUSerSiSthemaindirectionofWechatinthefuture．InadditiontheauthorfindsthatcurrentresearchonWechatmainlyfocusedontechnology,communicationandmarketingandthereisnoresearchontheSmartphoneusers’acceptanceb

5、ehaviorofWechatthroughreadingliterature．Facingwiththissituation，thepapermakesaresearchonthefactorswhichinfluentSmartphoneusers’acceptancebehaviorofWechatandinfluencepathofthesefactors．Firstly,BasedontheTechnologyAcceptanceModel，TheoryofReasonedAction，TheoryofplannedBehavior，InnovationDiffusi

6、onTheory,PerceivedRiskTheory,PerceivedEntertainmentTheory,theconsumerbehaviorofSmartphoneusersandthecharacteristicsofWechat，thispapermakesperceivedusefulness，perceivedeaseofuse，perceivedplayfulness，USerinnovation，socialperception，perceivedrisk，perceivedcost，perceivedsystematicqualityandusage

7、scenariosasfactorstobuildingtheresearchmodeloftheSmartphoneusers’III万方数据东北大学硕士学位论文acceptancebehaviorofWechatandputsforwardsomeresearchedassumptions．Secondly,inordertotesttheresearchedassumptions，thepapercollectsresearchdatabyquestionnaireandmakesre