Research On The Mechanism Of WeChat's Stickiness For College Students

With the development of information technology,our world is getting smaller and smaller,and the improvement of smart devices and mobile networks makes social media popular.Since its launch in 2011,WeChat had stood out among many mobile social applications and become the most popular social software in China.With more than 1.1billion active users by the end of 2019,WeChat had become the largest mobile instant messaging social software in China by virtue of competitive advantage in terms of user scale and business ability compared to other social products.With the maturity of technology and the continuous growth of user groups,users' social needs gradually tend to be personalized,diversified and open,however,the existing social products cannot meet people's diversified social needs.In addition,WeChat platform might negatively affect their own user experience because of its reductant information and heavy business marketing atmosphere.Therefore,the research on the negative problems of using WeChat are also worthy of getting attention from all walks of life,and the research on the continuous use behavior and user stickiness of WeChat are particularly important.On the basis of Uses and Gratifications theory and Flow theory,this paper reviewed related literatures and explored the user stickiness mechanism of WeChat in college students by analyzing the logical relationship among user experience,Uses and Gratifications theory,Flow theory and continuance using behavior.A special questionnaire was designed for this research in reference to the acknowledged questionnaire from previous study.A total of 5647 samples were analyzed with SPSS17.0 and AMOS17.0.The SPSS was used for reliability test,validity test and correlation analysis,the AMOS17.0 was used to test model fitting and rationality of the model.Through empirical research and analysis,this paper expounded the mechanism that how the user experience of WeChat affects the continuous using intention and user stickiness.Finally,an in-depth analysis on psychology and behavior of using WeChat in college students provided certain theory reference and basis for guiding them to use WeChat healthy and rationally.This research showed that the utilitarian experience,hedonic experience and social experience of college students in using WeChat all positively affected the perceived benefits.Utilitarian experience,hedonic experience and social experience all positively affected energy focus.The perceived benefit positively affected the continuous use intention;Energy focus positively affected perceived benefits,continuous use intention and user engagement.Continuous use intention positively affects user engagement.According to our results,this paper proposed corresponding countermeasures and solutions to guide college students to use WeChat reasonably from the separate perspectives of schools and WeChat suppliers.