Examining Influencing Factors Of User’s Continuance Intention Towards WeChat

With the rapid development of electronic communications technology, a revolution of new electronic mobile commerce has been setting off. The development of We Chat is causing extensive attention of th e society. As the users’ scale expanding, We Chat, which is considered to be a new type of instant messaging software, needs to develop the users’ “stickiness” to do a long-term development. It is the first problem for solution. In view of above problems, t his thesis analyzes the conditions and factors which affect users’ continuance intention. And it also analyzes the continuance intention of current users to find the key point of the problem. Therefore, according to the existing problems to put forward constructive suggestions is very important. It also has a great meaning to the healthy development of We Chat.This thesis aims at discussing the factors which can influence the users’ continuance intention. First of all, the thesis conducts a literature study, and summarizes the predecessors’ related theories. Based on the expectation confirmation theory model, combined with PPM model, and introduces perceived entertaining and perceived sociality variables. Establishes a We Chat continuance intention theory model, and explores the influence factors through the users’ internal demand and external environmental impact. Puts forward 11 related research hypothesis. This thesis gets enough data to prove the model. Using the SPSS to do the reliability test, validity test and correlation analysis. Using the AMOS software for fitting analysis to verify the model’s rationality.The study shows that: perceived usefulness and satisfaction have positive effects on continuance intention of We Chat users; Altern ative attracting has negative effects on continuance intention; Perceived usefulness, expectation confirmation, perceived entertaining and perceived sociality have positive effects on continuance intention by satisfaction. Finally, the impact from conversion costs to continuance intention is not confirmed. According to the above results, this thesis puts forward the following suggestions to help We Chat operators improve users’ “sticky”: Keeping high quality of instant messaging, developing more diversified social communication styles, increasing the entertainment features, taking a more in-depth marketing strategy.