A Study On Weixin User Adoption Based On Mobile Internet

With the development of mobile Internet, which stimulates many related services. Thewhole frames of mobile internet services have been widely researched by scholars whilethe adoption research for specific service of mobile internet is less popular. As a newservice, the research on adoption of Weixin is very limited. So, this thesis focuses on thisissue based on the population of mobile phone users.Firstly this paper introduces the research background, purpose and significance,research ideas, methods and contents by summarizing many literatures,summarizes andanalyses the domestic and international research results of mobile Internet, KIK products,basic theories and research methods for user adoption. Then through reading relevantliteratures of user adoption, with the Tencent Weixin characteristics, analyses andsummaries the related theories and research methods which the article needs. In order toknow about mobile phone users’ current state of Weixin, more than200questioners werecollected from Weixin users or potential users. Based on these analyses, the model aboutWeixin adoption research was established. The model comprehensively analyzed theadoption behavior in five dimensions: network externality, technology perceptions,motivation, privacy concern, social influence. In this empirical study,192questionerswere also collected from Weixin users. This study used SPSS and PLS to conductreliability and validity test of measurement model, hypotheses test. The research showsthat Weixin is very special as a specific service. Traditional perceived usefulness can’texplain the use intention very clearly, however, motivation, privacy concern andenvironment influence were three important dimensions influencing Weixin adoption inthis research, while social influence, inappropriate access, low cost, perceived ease of useand interpersonal communication were decisive elements. Moreover, limitations of thecurrent research, conclusions and suggestions for promoting Weixin service were broughtforward at the end.