关键词: 微信, 市场增长, 浅层沟通, 深层沟通, 实证研究

Abstract: To explore if WeChat market growth has relationships with WeChat meeting user communication requirement, the paper has been taken the literatures review and the empirical research, and combined with WeChat to meet user needs for the purpose of functional design. Two hypothesizes have been proposed that include WeChat shallow communication that is considered as independent variable has no significant impact on WeChat's market growth that is considered as dependent variable and WeChat deep communication that is considered as independent variable has significant impact on WeChat's market growth, which is based on communication has been divided into shallow communication and deep communication from WeChat functions meets user different level communication demands angles. In the study, the questionnaire survey method was used in the empirical study, and 140 valid questionnaires were obtained. Data analysis results show that two hypothesizes that WeChat shallow communication has no significant impact on WeChat’s market growth and deep communication has significant impact on WeChat’s market growth are verified through. The conclusion is not only analysis of WeChat’s market growth but also a interpretation of people’s demands, which is benefit to scholars for further research on WeChat and is also benefit to WeChat team to develop more functions to meet people’s demands so that WeChat can keep the lead in the fierce competitive environment.

Key words: WeChat, market growth, shallow communication, deep communication, empirical research