微信公众号用户取消关注意向研究  

Understanding WeChat Subscriptions Users’ Unfollow Intention

作　　者：程慧平 闻心玥 苏超 CHENG Huiping;WEN Xinyue;SU Chao(Northwest University,Xi'an,China;Dalian University of Technology,Dalian,Liaoning,China)

机构地区：[1]西北大学公共管理学院,西安市710127 [2]大连理工大学经济管理学院

出　　处：《管理学报》2021年第6期904-911,共8页Chinese Journal of Management

基　　金：江西省社会科学规划基金资助青年项目(16XW08);国家自然科学基金资助项目(71603075);西北大学2020年省级大学生创新训练项目(S202010697483)。

摘　　要：基于双加工理论与社会交换理论,从分析性要素、直觉性要素双重视角构建了微信公众号用户取消关注意向研究模型。通过网络问卷收集到443份有效用户数据,使用偏最小二乘结构方程模型进行假设检验。研究发现:分析性要素中感知无用性、真实成本、机会成本均正向影响取消关注意向;直觉性要素中信息过载、侵扰正向影响取消关注意向;微信公众号类型(功利型VS享乐型)在分析性要素、直觉性要素与取消关注意向的正向影响关系中起调节作用。Based on the dual-process theory and social exchange theory, this study constructs a model of WeChat subscriptions users’ unfollow intention from the dual perspectives of analytical factors and intuitive factors. 443 valid users’ data are obtained by network questionnaire, and partial least squares structural equation modeling is applied to test the hypotheses. The results show that, among the analytical elements, perceived uselessness, actual cost and opportunity cost all have positive effects on users’ unfollow intention;among the intuitive factors, information overload and intrusiveness have positive impacts on users’ unfollow intention;The type of WeChat subscriptions(utilitarian vs. hedonic) plays a moderating role in the positive relationships between analytical factors, intuitive factors and unfollowing intention.

关 键 词：取消关注意向 微信公众号 双加工理论 社会交换理论 用户流失 

分 类 号：C93[经济管理—管理学]