Factors Affecting Users' Release Behavior Intention Based on WeChat Innovation Platform: An Exploratory Study

Factors Affecting Users' Release Behavior Intention Based on WeChat Innovation Platform: An Exploratory Study

Wanxin Xue (Beijing Union University, Management College, Beijing, China), Yilei Pei (Beijing Union University, Management College, Beijing, China), Dandan Li (Beijing Union University, Management College, Beijing, China) and Yi Li (Beijing Union University, Management College, Beijing, China)
Copyright: © 2017 |Pages: 11
DOI: 10.4018/JECO.2017100106
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WeChat is a typical representative of mobile media technology, which changes the way people live and work. This paper explores influence factors of users' release behavior intention, from the perspective of recessive perception factors of technology acceptance and obvious factors of task technology fit based on the integration theory of Motivation Model theory (MM) and Need-Technology Fit theory (NTF). Some suggestions are put forward to improve users' behavior intention and actual behaviors, to provide the reference for the optimization of mobile social media information technology.
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The theory of technology acceptance and task technology fit theory are two major schools in the study of behavior intention of information systems. They explain users’ behavior intention and usage behavior respectively, but needs empirical test. There are some scholars who integrate two theories to study the acceptance of information system. The integrated model has stronger explanatory power and predictive power, which provides the strong theoretical support and guidance for the research on WeChat users’ behavior intention.

In the real life, influence factors of users’ usage behavior for WeChat are intricate, which factors will affect users’ release behavior intention, which are major influence factors through WeChat? This paper studies users’ release behavior intention on WeChat innovation platform based on the integration perspective of Technology Acceptance Model and Need-Technology Fit.

Technology Acceptance Model

The technology acceptance model (TAM) was first proposed by Davis in his doctoral dissertation and was developed and improved continually (Ajzen, 1985). In the TAM theory, external factors have the effect on the individual usage behavior of information technology through the influence on perceived usefulness and perceived ease of use two factors finally. TAM model has the strong robustness, which provides a concise model for the following researchers to study information technology acceptance.

Task Technology Fit Theory

Task technology fit theory, from the perspective of task characteristics and technical characteristics, studies users’ behavior intention and usage behavior, and focuses on the support degree of information technology to users, and the match degree of technology and task, which are the big differences between task technology fit theory and information technology acceptance theory. The task technology fit theory provides a new perspective for the study of information acceptance and usage.

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