Research on Undergraduates' Perception of Wechat Acceptance

摘要

Selecting undergraduates as primary research object, this study examines factors impacting smart phone users' We chat acceptance. Based on Technology Acceptance Model theory, this paper progressed a research model and hypotheses, designed corresponding questionnaire and conducted the investigation via "So Jump" online platform. Several modifications were made for completing the measurement scale according to reliability test and validity test in the pretest. By utilizing Structural Equation Model software Smart PLS, parameters verification and hypotheses tests were performed whose overall results indicate that perceived network scale, perceived network value, perceived usefulness, perceived ease of use and perceived enjoyment all significantly impact on behavioral intention in various degrees. Besides, suggestions for We chat's further improvement were put forward.