Taking users of science popularization WeChat public account as the main research object, the TAM technology acceptance model was used to focus on the dimensions of perceived psychology (perceived usefulness, perceived ease of use, and perceived entertainment), satisfaction, cost, external environment, and willingness to continuously use, to construct a model of users' willingness to constantly use science popularization WeChat public account and to explore the important factors affecting users' willingness to use continuously. The results show that after controlling for gender, age, and education demographic variables, perceived psychology, external factors, and satisfaction have significant positive effects on users' willingness to continuously use; cost does not have the expected negative impact on users' continuous use of science popularization weibo, but it has certain theoretical and practical significance on the research results. Finally, according to the results of the hypothesis test analysis, it is proposed that science popularization WeChat public account should be based on content connection, simplify the obscure language style, add the entertainment and fun of science information presentation, conform to the current social communication discourse system for information transmission, reduce the cost of users, adjust the operation thinking at the right time, and promote the continuous use behavior of users to turn.

science popularization WeChat public account  /  TAM  /  continuous use willingness