Abstract
As social media, such as WeChat, develops rapidly, huge amounts of information are becoming more easily accessible. However, both the limited time and short attention span of people lead to competition among articles, and a large number of them end up being buried in the sea of information. Based on the ELM theory, this paper analyzes the factors influencing users’ reading satisfaction of articles. The results show that the title information amount, the title activeness and the readability of the article positively affect the reading satisfaction of users. The amount of information in an article has a negative influence on the satisfaction of users. It is important for an article to have an appropriate number of pictures and be published at a specific time period. Furthermore, use of advertising and marketing vocabulary in articles will reduce users’ reading satisfaction. Finally, relevant theoretical and practical implications are discussed.
Recommended Citation
Zhang, Le; Yan, Qiang; Zhang, Leihan; and Zhang, Chengyan, "Factors Influencing Users' Reading Satisfaction of Articles on WeChat" (2017). PACIS 2017 Proceedings. 60.
https://aisel.aisnet.org/pacis2017/60