Study On The Impact Of Interactive Perception On Wechat Users’ Continuance Intention

With the mobile Internet technology and the rapid development and popularity of smartphones and subsequently, all kinds of mobile social software platform is developing in full swing. They take a place in the life of people, and has brought a huge change to the social life between users. Among them, the social networking platforms which base on the of interpersonal relationships in real life relations are surrounded by hype. We Chat has the most current user base of mobile social networking platform in Asia. As the emerging social tool, We Chat has occupied an important position in our life. If social networking platform wants to maintain its active vitality for a long time, it is critical to ensure users ’continued participation intention. It is to explore the mode and path among perceived ease of use, perceived usefulness, information exchange perception, social interaction perception, social satisfaction and media’s satisfaction.The research object of this study is the We Chat users, and bases on the theory of TAM theory, ECM theory and interaction theory. It is a blend of social psychology, communication, marketing and other multi-disciplinary knowledge. After summarizing the related literature at home and abroad, the research builds the model about interactive perception, satisfaction and continued participation intention. Data analysis showed that: human-computer interaction has the positive influence to users ’continued participation intention: perceived ease of use and perceived usefulness have the positive influence; All interactive perception has the positive influence to users ’continued participation intention: information exchange perception and social interaction perception have the positive influence. Satisfaction takes the intermediary role between perceived interactivity and users ’continued participation: Interactive perception affects the user’s satisfaction, then social satisfaction and media satisfaction will enhance the user’s continued participation intention.We Chat and other social networking platform operators, therefore, to retain customers and improve user’s continued participation intention, shall guarantee and improve the platform’s ease of use and usefulness, and promoting more frequent interaction between users and users: improving information exchange perception and social interaction perception, so that strive to improve customer satisfaction, social satisfaction and media satisfaction. Eventually We Chat and other social networking platform operators can strengthen users’ continued participation willingness and Maintain the vitality of active for a long time.