Factors Affecting Continuance Intention to Follow WeChat Public Accounts
With the rapid development of WeChat public accounts, it is important to understand how to retain users due to the low switching costs and fierce competitions.The purpose of this study is to examine factors affecting continuance intention to follow WeChat public accounts.Based on uses and gratifications theory and motivation theory, this study developed a theoretical model.Data were collected from Chinese WeChat users via a survey, structural modelling equation was adopted for data analysis.The results showed that, entertainment has the greatest effect affecting the continuance intention to follow WeChat public accounts, followed by information.And reward has a relative low effect on the continuance following intention.Also, information positively affects entertainment.The results are the first to reveal the effect of reward and the relationship between information and entertainment.They provide insights into how service providers of WeChat public accounts retain users so as to facilitate their continuance following behaviour.
uses and gratifications theory motivation continuance intention WeChat social media
GAN Chunmei
School of Information Management, Sun Yat-sen University, Guangzhou 510006, China
国际会议
武汉
英文
106-111
2016-10-21（万方平台首次上网日期，不代表论文的发表时间）