Song Weixiang, Jia Jia
[Purpose/Significance] Wechat has become the main channel for daily information acquisition,sharing,entertainment and social intercourse.Many individual and enterprises start to perform customer service marketing,brand building and maintenance,product promotion etc via Wechat official account.Meanwhile,user interaction behavior with Wechat official account shows diversely affected by information quality.[Method/Process] Based on literature research of user behavior study,Wechat official account and information quality,this paper established Wechat official account information quality evaluation index and probed into the influence mechanism of Wechat official account information quality on user behavior through qualitative and quantitative analysis.[Result/conclusion] As for the influence of information quality on user behavior,the hypothesis was based on the analysis of Wechat official account user behavior data.First of all,data was standardized to get index of interaction,then hypothesis was testified.We could find that the indicator of authority,originality,effectiveness,interesting,efficiency etc have a significant positive impact on user interaction behavior.[Revelation/Discovery] This paper brought the analysis of user behavior data in the background of Wechat official account into the research scope,explored the differences and reasons of information quality behind behavior,provided a new research perspective for the research of social media information quality and user behavior,and studied the strategies and methods to improve the information quality of Wechat official account,which were available to all stakeholders.