高校共青团微信用户持续使用意愿的实证研究——以广州大学城十所高校为例  

An Empirical Study on the Users' Willingness to Further Use Wechat Conducted by the Chinese Communist Youth League in Colleges

作　　者：赵麑[1] 

机构地区：[1]华南师范大学化学与环境学院,广东广州510631

出　　处：《山西青年职业学院学报》2016年第2期22-25,34,共5页Journal of Shanxi Youth Vocational College

基　　金：2015-2016年度广东省高校共青团与青年工作研究重点资助项目<高校共青团社交媒体动员体系构建研究>(项目编号:2015A006);2016年度华南师范大学共青团青年工作研究课题<‘智慧团建’视角下广州高校共青团微信传播策略研究>的阶段性研究成果

摘　　要：目前我国高校共青团微信的营运实际与设计愿景不完全符合。期望-确认理论模型以用户体验为出发点,能够有效分析高校共青团微信的使用群体。通过实证研究发现,期望确认程度、感知有用性、易用性、交互性、趣味性、非干扰性和用户满意均正向显著影响大学生用户的持续使用意愿,其中感知有用性、趣味性、互动性是影响用户满意的最重要因素。因此,必须注重传播内容的趣味性与思想引领功能的结合,增强传播内容的有用性,建立互动机制,满足大学生需求。Nowadays, the actual Wechat operation conducted by the Chinese Communist Youth League（the C.C.Y.L.） in colleges doesn＇t fully accord with designers＇ original will. Taking the users＇ experience as the starting point and applying the Expectation-Confirmation Theoretical Mode, we can effectively analyze the using group of the Wechat conducted by the C.C.Y.L. Empirical research shows that expected recognition degree, usefulness, easy operation, interactivity, interest, non-interference, and users＇ satisfaction have positive significant impact on users＇ willingness for further use. It also suggests that usefulness, interest, and interactivity are the three most significant factors affecting the willingness of further use. Therefore, it is necessary for us to focus on the interest of Wechat content combined with ideological guidance, enhance the usefulness of communication content, and set up interaction mechanism, so as to meet college students＇ demands.

关 键 词：共青团微信 持续使用意向 影响因素 信息系统持续使用模型 

分 类 号：D297[政治法律—政治学]