Research on the Effects of Educational WeChat Official Accounts

摘要

This study examined the effects of educational WeChat official accounts from five main aspects of users' behavior and learning process: recognizing, following, reading, sharing and learning/reflecting. Two factors important to the effects of educational WeChat official accounts were identified: users' gratifications and features of educational WeChat official accounts. The results of this study indicated that both the degree of users' gratifications and features of educational WeChat official accounts were positively related to the effects of educational WeChat official accounts.