Study On The Influential Factors Of Continuance Intention Of Hotel WeChat Users Based On The EECM-IT

With the development of the Mobile Internet, intellectual products and mobile applications are positioned to experience dramatic growth. WeChat, as a product of Mobile Internet, turns to be one of the most popular social information platform once is launched. Meanwhile, its value of network marketing has been attached more and more importance. It has quickly become one of the widely used marketing medium by erterprises. For hotel industry, which mainly provides intangible products, WeChat is a more indispensable marketing tool. Currently, most of the hotels in China have launched a WeChat pubilic account, and have done a lot of marketing work with it. Whereas, the actual marketing effects present irregular. For some hotels, WeChat marketing work doesn’t afford goog results, of which the reasons are various. But no deep understanding of uses’ true needs counts a lot. Thus, a grasp of users’ true needs of hotel WeChat and a good optimization scheme on WeChat management is important and imperative.Based on this circumstance, this paper conducts a study on the influence factors of the hotel WeChat users’ continuance intention by combining theoretical knowledge and empirical research method. Firstly, based on the integrated literature review on (hotel) WeChat, Technology Acceptance Model, Expectation-Confirmation Theory and continuous usage intention, the logical proofs and loopholes are found. Secondly, by interview and Delphi Method, the initial index system of perceived expectations of hotel WeChat users are constructed on the basis of literature research. Thirdly, the theoretical model of this paper is established, the research hypotheses are proposed, and the questionnaire about the influence factors of hotel WeChat users’ continuance intention is formed upon the literature and index system. Fourthly, the factors of perceived expectations are extracted by questionnaire and Exploratory Factor Analysis, the theoretical model is corrected based on the factors, and the empirical analysis on users’ perception and hotel WeChat performance is conducted via IPA. Finally, the relationship among expectation confirmation, perceived expectations of users, satisfaction and continuance intention is empirical analyzed and all the research hypotheses are testified.Through the above-mentioned analysis, seven conclusions are obtained as follows:(1) The perceived expectations of hotel WeChat users consist of three factors including perceived credibility, perceived usefulness and perceived interaction;(2) There is a big gap between the perceived expectations factors that users care and that the current situation presents;(3) Expectation confirmation can positively affects the perceived expectations and has a positively effect on satisfaction both directly itself and indirectly;(4) Both perceived risk and perceived usefulness have positive impacts on satisfaction;(5) Perceived interaction has a directly positive effect on continuance intention, but no effect on satisfaction;(6) Satisfaction has a significantly positive impact on continuance intention;(7) Different user characteristics and hotel WeChat usage back grounds result in the variance of different user perception.According to the findings above, four recommendations on hotel WeChat management and operation are proposed:(1) Carry out market segmentation and manage hotel WeChat responsing to users’ true demands;(2) Fulfill commitment made via WeChat exceeding user expectation;(3) Strengthen interaction with users and enhance WeChat interesting;(4) Improve perceived usefulness and provide streamlined service;(5) Control user cost and protect user privacy and property safe.