WeChat Official Account Continuance Use Behavior From The Perspective Of Users' Experience

The growth of the mobile Internet and the popularization of 4G communication technology have enabled mobile Internet to develop.In the era of mobile Internet,WeChat,as a typical representative of mobile chat tools in China,has attracted wide attention in academic and industrial fields since its birth.WeChat users have exceeded 800 million until the end of 2017.The number of WeChat users has contributed a lot of traffic to the new module(WeChat Official Account(WCOA))in WeChat.At present,there are more than 10 million WeChat Official Accounts.Enterprises have employed WeChat Official Account as a medium of information dissemination via huge users' traffic,and they could add implantable advertisements into WCOA to promote their brands.At the same time,enterprises also worry about WeChat users' resistance to advertising and have a negative effect on users' continuance use behavior.It is a successful beginning for WCOA operators to attract a great deal of users to follow WCOA,but the users' continuance use behavior counts a lot on final success.However,the research level of WCOA continuance use behavior is at the early stage,whether the existing theory has explanation power on WCOA continuance use behavior is not clear.Therefore this paper aims to explore How WCOA meets the psychological needs of WeChat users and how advertising concerns affect their WCOA use satisfaction and continuance use to fill the gaps in the research.Based on the theory of use and satisfaction and the theory of continuous use,we have taken the orientation and characteristics of WeChat and WCOA into consideration.This paper summarizes three major psychological needs of user(Information Quality,Perceived Entertainment,Social Influence),and then analyzes WeChat users' advertising worry,and established the continuance use model and tested hypothesis of the models.This paper systematically explains the influence factors and the influencing mechanism of the continuance use of WCOA with implantable advertising.In this study,354 valid questionnaires were collected by using the online questionnaire.We have used SPSS 19.0 software and SmartPLS 2.0 software to analyze the model and test the hypothesis.The results of data analysis show that perceived entertainment and social influence positively affect consumer satisfaction with WCOA.However,information quality didn't have significant effect on users' WCOA satisfaction,so did advertising worry.Male WeChat users focus more on social influence,otherwise female WeChat users attached great importance on perceived entertainment.What's more,female users are more sensitive to WCOA implantable advertising.Finally,this paper discusses the results of the research and provides some insights on how to improve the users' WCOA experience and promote brand more effectively for WCOA operators,as well as WCOA future research.