微信公众号消费者关注意愿影响因素研究  

Research on the Influencing Factors of Consumers'Willingness to Pay Attention to WeChat Official Account

作　　者：肖建辉 蒋根丁 周艳平 陈国生[4] XIAO Jian-hui;JIANG Gen-ding;ZHOU Yan-ping;CHEN Guo-sheng(Hunan University of Transportation Engineering School of Electrical Engineering,Hengyang,Hunan 421001;Hunan University of Transportation Engineering College of Medical Technology and Nursing,Hengyang,Hunan 421001;Business of School,Central South Unversity of Fovestry and Technology,Changsha,Hunan 410004;Business School of Hunan University of Technology,Hengyang,Hunan 421001,China)

机构地区：[1]湖南交通工程学院电气工程学院,湖南衡阳421001 [2]湖南交通工程学院医学技术与护理学院,湖南衡阳421001 [3]中南林业科技大学商学院,湖南长沙410004 [4]湖南工学院商学院,湖南衡阳421001

出　　处：《江苏商论》2024年第11期44-47,共4页Jiangsu Commercial Forum

基　　金：湖南省教育厅科学研究优秀青年项目:长江经济带数字经济发展不平衡测度及其对经济高质量发展的效应研究(编号:22B0863)。

摘　　要：在新媒体迅速发展的背景下,微信公众号借助操作简单、成本低等优点,受到普遍关注。本文以根丁说微信公众号为研究对象,把用户关注意愿作为研究方向,以信息系统成功(D&M)模型为基础,新增求知心理、好奇心理、娱乐性心理三个变量与D&M模型的关键因素,共同构建用户关注意愿模型,使用SPSS与AMO软件分析用户关注意愿的影响因素。In the context of the rapid development of new media,WeChat official account has attracted widespread attention by virtue of its simple operation and low cost.This paper takes Gending Shuo's WeChat official account as the research object,takes the user's willingness to pay attention as the research direction,and based on the information system success(D&M)model,adds three variables of knowledge seeking psychology,curiosity psychology,entertainment psychology and the key factors of the D&M model,jointly constructs the user's willingness to pay attention model,and uses SPSS and AMO software to analyze the influencing factors of the user's willingness to pay attention.

关 键 词：微信公众号 关注意愿 D&M模型 

分 类 号：F713.36[经济管理—产业经济]