随着“互联网+”时代的到来，微信公众号的普及，各个行业领域都会通过公 众号平台作为信息宣传的推广方式，同时越来越多的人也会选择在微信公众号内 获取信息、资源，本文选取了“扎堆儿在香港”这个微信公众号，对公众号内的 板块组成、相关内容做出了简要的介绍，通过对公众号使用用户发放问卷调查的 方式，研究影响用户持续使用该公众号的因素，在互联网用户对于公众号首次关 注后，通过公众号内提供的内容质量、服务质量等因素的调查分析，了解影响用 户满意度，最终导致用户对该公众号持续使用意愿的影响因素。通过调研分析， 完善公众号内部质量，形成更好的品牌宣传，帮助公众号改进不足，发挥长处， 为公众号增加更多的使用用户，同时保证用户对公众号长久的关注使用，同时使 公众号为用户提供更优质、更有价值的信息。 本文通过对国内外文献的梳理，运用实证研究，通过信息系统持续使用模型 与公众号自身特点相结合，引用内容质量和服务质量这两个新变量作出新的整合 模型，根据模型中的变量，设计出问卷调查，运用SPSS数据分析方法对问卷数据 进行数据分析，分别运用了信度与效度分析、描述性分析、相关性分析、回归分 析、方差分析。最后得出结论，满意度与持续使用意愿之间存在显著的正相关关 系；感知有用性与持续使用意愿之间存在显著的正相关关系；期望确认与满意度 之间存在显著的正相关关系；感知有用性与满意度之间存在显著的正相关关系； 期望确认与感知有用性之间存在显著的正相关关系；内容质量与感知有用性之间 存在显著的正相关关系；服务质量与感知有用性之间存在显著的正相关关系。通 过以上结论，通过对用户持续使用意愿的研究，对公众号在用户、内容、服务、 推广这四个方面提出了改进措施，对公众号今后运营给予了一定帮助。 关键字：微信公众号；“扎堆儿在香港”；服务质量；满意度；持续使用意愿 II Abstract With the advent of the era of "Internet +" and the popularization of WeChat public account, all industries and fields adopt the public account platform as the way of information publicity. At the same time, more and more people choose to access information and resources in WeChat public account. In this paper, it chooses the WeChat public account "Huddling in Hong Kong", and gives a brief introduction to the composition and related contents of the public account. Through the way of sending questionnaires to the users of the public account, this paper studies the factors that affect the users' continuous use of the public account. After Internet users first follow the public account, through the investigation and analysis of the content quality, service quality and other factors provided by the public account, it can understand the factors that affect user satisfaction and ultimately lead to users' willingness to continue using the public account. Through investigation and analysis, it can improve the internal quality of the public account, form a better brand publicity, help the public account to improve the shortcomings, give play to the strengths, and increase more users for the public account. In the meantime, it can guarantee the long-term following and using of users to the public account, and also make the public account provide users with better quality, more valuable information. Through sorting out domestic and foreign literature, this paper uses empirical research, combines the continuous use model of information system with the characteristics of public accounts, makes a new integrated model by citing two new variables of content quality and service quality, and designs the questionnaire survey according to the variables in the model. It uses SPSS data analysis method to make data analysis on the questionnaire data, respectively using reliability and validity analysis, descriptive analysis, correlation analysis, regression analysis, variance analysis and other statistical methods. Finally, it draws the conclusions that, there is a significant positive correlation between satisfaction and willingness to continue using; there is a significant positive correlation between perceived usefulness and willingness to continue using; there is a significant positive correlation between expectation III confirmation and satisfaction; there is a significant positive correlation between perceived usefulness and satisfaction; there is a significant positive correlation between expectation confirmation and perceived usefulness; there is a significant positive correlation between content quality and perceived usefulness; there is a significant positive correlation between service quality and perceived usefulness. Through the above conclusions, and through the study of users' willingness to continue using, the paper puts forward improvement measures in the four aspects of users, content, service and promotion, and gives some help to the future operation of the public account. Key Words ：WeChat public account；“Huddling in Hong Kong”；service quality；satisfaction；Willingness to continue using IV 目 录 第一章 绪论 ...............................................1 1.1 研究背景及研究意义 .........................................1 1.1.1 研究背景 .......................................................1 1.1.2 研究意义 .......................................................1 1.2 文献综述 ...................................................2 1.2.1 微信公众号用户持续使用理论 .....................................2 1.2.2 信息系统用户持续使用理论 .......................................4 1.2.3 内容质量理论 ...................................................5 1.2.4 服务质量理论 ...................................................6 1.3 研究思路及框架 .............................................7 1.3.1 研究方法 .......................................................7 1.3.2 研究内容 .......................................................8 1.3.3 技术路线 .......................................................9 1.3.4 创新点 .........................................................9 第二章 “扎堆儿在香港”公众号发展现状分析 ................11 2.1 “扎堆儿在香港”微信公众号简介 ............................11 2.2 “扎堆儿在香港”板块构成情况 ..............................11 2.2.1 一级目录 ......................................................12 2.2.2 二级菜单 ......................................................12 2.2.3 功能解析 ......................................................12 2.3 “扎堆儿在香港”数据分析 ..................................16 2.3.1 转化率分析 ....................................................17 2.3.2 阅读来源分析 ..................................................18 2.3.3 增减粉丝分析 ..................................................19 V 第三章 研究模型与研究假设 ................................21 3.1 研究模型的提出 ............................................21 3.2 研究假设的依据 ............................................21 3.3 变量量表的测量 ............................................23 3.3.1 持续使用意愿测量量表 ..........................................23 3.3.2 满意度测量量表 ................................................24 3.3.3 期望确认测量量表 ..............................................24 3.3.4 感知有用性测量量表 ............................................25 3.3.5 内容质量测量量表 ..............................................25 3.3.6 服务质量测量量表 ..............................................26 第四章 用户持续使用的实证研究 ............................28 4.1 研究设计 ..................................................28 4.1.1 调查问卷设计 ..................................................28 4.1.2 数据收集 ......................................................28 4.2 数据分析 ..................................................28 4.2.1 信度与效度分析 ................................................28 4.2.2 描述性统计分析 ................................................31 4.2.3 相关性分析 ....................................................34 4.2.4 回归性分析 ....................................................39 4.2.5 方差分析 ......................................................42 4.3 实验结果 ..................................................46 第五章 研究提升与建议 ....................................47 5.1 研究发现 ..................................................47 5.2 对“扎堆儿在香港”公众号