CAJ | 학술논문

随着移动互联网的发展，微信、移动QQ等大量手机软件应运而生，将传统的顾客满意度研究扩展到移动互联网领域是大势所趋。在TAM扩展模型的基础上，结合微信的特点，纳入媒介丰富度、社会临场感和社会影响的因素，构建了微信用户满意度影响因素理论模型。通过问卷调查的方法收集数据，采用结构方程模型对模型进行检验，研究结果对微信开发商和运营商改进产品、提高用户满意度和增强用户忠诚度具有一定的指导意义。
수착이동호련망적발전，미신、이동QQ등대량수궤연건응운이생，장전통적고객만의도연구확전도이동호련망영역시대세소추。재TAM확전모형적기출상，결합미신적특점，납입매개봉부도、사회림장감화사회영향적인소，구건료미신용호만의도영향인소이론모형。통과문권조사적방법수집수거，채용결구방정모형대모형진행검험，연구결과대미신개발상화운영상개진산품、제고용호만의도화증강용호충성도구유일정적지도의의。
With the development of mobile Internet, a large amount of mobile software such as WeChat and mobile QQ arises. It is a trend to expand the traditional customer satisfaction research in the field of mobile Internet. Based on the extended TAM, this paper con-structs a theoretical user satisfaction model for WeChat by integrating variables of Media Richness, Social Presence and Social Influence. A questionnaire survey was conducted to collect the data and the structural equation modeling ( SEM) technique was employed to examine the research model. The result of this study provides guidance to developers and operators of WeChat on how to improve their product and enhance user satisfaction and loyalty.