On Factors Affecting the WeChat Design Based on Neural Network

DOI

10.2991/icsshe-16.2016.102How to use a DOI?

Keywords

WeChat, mobile app, neural network, consumer behavior

Abstract

WeChat (known as Weixin in Chinese) has improved the contact interface of many businesses. So, the identification of critical factors influencing the WeChat design is very important. By combining questionnaire investigation and a neural network, this paper analyzes a variety of variables in an attempt to identify the accurate predictors of WeChat adoption. The results of the analysis show that eight variables are the important factors that should influence customer's purchase intention on WeChat. Therefore, WeChat designer should consider these contextual factors in order to optimize the mobile app design.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuan-tao Jiang
PY  - 2016/07
DA  - 2016/07
TI  - On Factors Affecting the WeChat Design Based on Neural Network
BT  - Proceedings of the 2016 2nd International Conference on Social Science and Higher Education
PB  - Atlantis Press
SP  - 403
EP  - 406
SN  - 2352-5398
UR  - https://doi.org/10.2991/icsshe-16.2016.102
DO  - 10.2991/icsshe-16.2016.102
ID  - Jiang2016/07
ER  -