A Reasearch On Influencing Factors Of User’s Continuance Intention Of Wechat

Wechat has caused widespread concern in academic areas and become a hot research topic in recent years as its rapid development.Although Wechat has achieved great success,what Wechat faces now is the fierce competition and the huge risk of user-losing.In2013,Alibaba promoted its own mobile social networking software "Laiwang",and NetEase promoted "Yixin" with China Telecom,which both aim to rob the user resource of Wechat,in the situation of Wechat already has a lot of competetors like "Momo"、"MiLiao".Inhence,the degree of homogeneity between different applications is very high in the domestic mobile social networking area,and the cost of change from one application to the other is very low for users.So,in the mobile internet environment,user’s continuance behavior of one application is more difficult to sustain.Therefore,At the same time, the domestic mobile social networking the degree of homogeneity between different applications is very high, and the user or from one application cost is very low. This resulted in the mobile Internet environment, continuous behavior of users become more difficult to sustain. Therefore, doing the research on how to enhance the user’s continuance intention of Wechat has the extremely vital significance in the current situation.This study used the literature research method first,considering the characteristics of Wechat,constructed a theory model of user’s continuance intention of Wechat which based on the Expectation Confirmation model,introducing three variables including perceived playfulness,perceived complementarity and perceived user scale,and put forward12hypotheses.The perceived user scale and perceived complementarity presented the effect on user’s continuance intention of network externality.Secondly,this research used the empirical study method,collected sample datas by questionaaire survey,and analyzed the sample datas and the theory model by using SPSS and AMOS,verified the correctness of the hypotheses also.The study showed that:perceived usefulness has a positive impact on continuance intention and it is the most significant influent factor;perceived enjoyment and satisfaction have positive effects on continuance intention,and the impact of perceived playfulness is stronger than satisfaction;perceived user scale can directly produce positive effect on continuance intention,also can produce effect on continuance intention indirectly through perceived usefulness.But the extent of its influence in all factors is the most weakest;the hypothese that perceived complementary can directly influent continuance intention was not supported in this research,but perceived complementary can have impact on continuance intention indirectly by influencing perceived usefulness.