市场营销-大学生微信公众号使用偏好研究论文.docx

大学生微信公众号使用偏好研究 【摘要】随着互联网时代的到来，微信公众号得到了很好的发展，迎来了一个全新的新媒体时代。人们阅读微信公众号已经成为了日常生活的一部分，但是随着微信公众号竞争越来越激烈，大学生作为微信的最主要的用户之一，针对这一个群体来研究微信公众号的使用偏好具有一定的意义。本文通过使用与满足理论，利用文献和调查问卷研究方法来分析大学生的使用偏好为未来运营的方向提出建议，得出大学生用户更喜欢图文结合的形式的推送文章，喜欢阅读休闲娱乐类、知识科普类和学习技能类的文章，而且性别对于美妆护肤种草类、休闲娱乐类、运动类、游戏类、美食类存在显著性差异。用户阅读微信公众号的内在动机主要是为了休闲娱乐、打发时间以及获取信息，外在动机是与内容的质量相关。同时更加注重公众号文章质量优质以及内容的多样性与否，个人隐私的保护和个性化的功能来满足用户的需求。对于广告内容和更新频率也有所关注。另外，公众号文章的标题同样也很重要，会影响到用户的阅读欲望。 【关键词】微信公众号；使用偏好；使用与满足理论；大学生 A STUAY ON THE USAGE PREFERENCE OF WECHAT PUBLIC ACCOUNT OF COLLEGE STUDENTS [Abstract]With the advent of the Internet era, the WeChat public platform has developed very well, ushering in a brand new era of new media. Peoples reading of WeChat public account has become a part of daily life, but WeChat public platform competition is getting fiercer. And college students as one of the main users of WeChat, for this a group to study WeChat public platform user preferences, has a certain practical significance. Based on the theory of use and satisfaction, this thesis will be analyze the user preference of college students in order to puts forward relevant Suggestions for the future direction of WeChat public platform’s operation. It is concluded that college students prefer the articles in the form of graphics and text and like to read articles about leisure and entertainment, knowledge science and learning skills. What’s more, there are significant gender differences in beauty skin care, leisure and entertainment, sports, games and food. The intrinsic motivation of users to read WeChat public account is mainly for entertainment, killing time and getting information, while the extrinsic motivation is related to the quality of content. At the same time, in order to meet user needs should pay more attention to the quality of public platform articles and the diversity of content, personal privacy protection and personalized functions. There is also concern about advertising content and update frequency. In addition, the title