摘要
微信小程序的发展已经进入白热化状态,如何让用户持续使用开发的微信小程序是运营者亟待解决的问题。本文在文献研究的基础上,借鉴技术接受模型的分析构架,从用户体验视角构建了微信小程序用户持续使用意愿的概念模型,并用430份问卷调查数据进行了实证检验。结果表明:感知易用性、感知风险、感知有用性、感知愉悦性和主观规范对微信小程序用户持续使用意愿都有显著影响,其中感知易用性和感知风险的影响最大。研究结论对微信小程序运营者有一定的启示意义。
The development of WeChat applets has entered a white-hot state.How to make users continuously use the developed applets is an urgent problem for WeChat applets operators.On the basis of literature research,using the analysis framework of technology acceptance model for reference,this paper constructs a conceptual model of WeChat applet users’continuous use willingness from the perspective of user experience,and carries out an empirical test based on the questionnaire sample from 430 WeChat Applets users.The results show that:perceived ease of use,perceived risk,perceived usefulness,perceived pleasure and subjective norms are all positively correlated with users’continuous use willingness to WeChat applet,among which perceived ease of use and perceived risk have the greatest impact.The conclusion has certain enlightenment significance for WeChat applet operators.
作者
徐瑶怡
王依洁
张梦男
郭爱芳
XU Yaoyi;WANG Yijie;ZHANG Mengnan;GUO Aifang(School of Economics and Management,Zhejiang Sci-Tech University Hangzhou,Zhejiang 310018)
出处
《中国商论》
2022年第7期52-56,共5页
China Journal of Commerce
基金
浙江省哲学社会科学规划项目(19NDJC227YB)
国家级大学生创新创业训练计划项目(201910338054X)。
