Analysis of innovation diffusion theory under “micro” environment - Survey analysis of application and promotion of WeChat among the youth group

Abstract

Since WeChat has been launched in 2011, as of the first quarter of 2015, the active users have reached 549 million per month1. WeChat has become the largest mobile instant messaging software among the user groups in Asia. Therefore, WeChat is no longer “micro”, and grabs the attention of more youth groups by virtue of the “micro” advantages in the Internet era in a way of low-priced new media. Through sorting 192 effective questionnaires recovered, this paper summarizes some transmitting tendency and suggestions of “micro” innovation diffusion from the research view of the concept of innovation diffusion theory, and development stage of WeChat in the youth group, based on the survey data and by the use of the statistics of informatics, qualitative and quantitative analysis method, so as to provide a certain theoretical basis for the future research of WeChat.