Factors On Continuous Usage Intention Of WeChat APP Of The Undergraduate And Postgraduate Students

As a social application in people's daily life,more than 90%smartphones are covered by WeChat.The young accounts for nearly half of this large group(45.40%),in which the undergraduates and postgraduates are the main force thus become my research object.To research the factors influencing the continuance usage intention of WeChat,I firstly interview some students,knowing about the usage situations of Wechat and insert degree in the daily life.3 basic dimensions concluded from the interview materials are the satisfaction of the function,the satisfaction of the mentality,the tightness of the interpersonal network.Also,3 basic features of the communication mode on Wechat are the the combination of interpersonal communication and mass communication,the combination of strong tie and weak tie,the closure of circle of friends.In terms of the universality of the problem,it is necessary to verify and generalize via the questionnaire survey method.The research hypotheses in Chapter 3 are from two aspects:the interview materials and the questionnaire survey,this research is in the base of expectation-confirmation theory framework introducing perceived playfulness,habit,subjective norm,thus constructing the integrated model of continuous usage intention of Wechat.In this model,factors influencing continuance usage are perceived usefulness,satisfaction,habit,interpersonal communication in subjective norm.In addition,habit has a moderating function of the relationship between satisfaction and continuance usage intention.The research finds when habit acts as a moderating variable,interpersonal communication rather than mass communication has a significant influence on continuance usage intention.While controlling this moderating function,both interpersonal communication and mass communication are significant and the former one has a stronger influence.Although perceived playfulness is not significant to continuance usage intention,satisfaction acts as a mediate variable of the relationship between perceived playfulness and continuance usage intention.Also,perceived playfulness has a stronger influence than the sum of perceived usefulness and confirmation on satisfaction.The main contributions:first,the combination of the qualitative and quantitative methods.We can know more about the usage situations in people's daily life and continuous usage intention,but the factors concluded are subjective and abstract,not precise.The questionnaire survey can make up the defects.The factors would be more concrete and perceive via data verification thus contributing to the generalization of the model.Second,in the depth interview,the satisfaction of mentality is the significant motivation.However,while measuring this construct(perceived playfulness and satisfaction),perceived playfulness can't contribute directly to the continuous usage intention but the satisfaction.Third,in terms of the young,playfulness is more important than usefulness,maybe the core to improve the user's experience is focusing on promoting the playfulness of the social product.The last,Wechat has been embedded deeply in the students'daily life practice,constructing the interpersonal network.The questionnaire survey also verifies the influence of the interpersonal communication.When people accumulate the usage experience and form the habit,the influence of satisfaction to the continuous usage intention would fade and weaken.