An Empirical Study On The Factors Of Wechat Users' Continuous Use Intention

Mobile social media is a content-based production and switching platform based on user relationships on the mobile Internet,a platform that people use to share their daily lives,experiences and perspectives.With the promotion of mobile devices,more and more users to join the mobile social media,you can share their interests,hobbies,activities,and spread people in mobile social life to discuss the hot topic.Therefore,the user is the cornerstone of mobile social media,it not only builds a large network of mobile social media network,but also from time to time for mobile social media into new content,thus promoting the development of social media.WeChat serves as the largest mobile social media in China,the user stickiness is one of the important factors to promote its development,so how to let users continue to use mobile social media is to ensure its development is the key.Based on reports about WeChat and feature analysis of mobile social media,we find that affect is important for mobile social media users to continue their willingness to use.In these thesises,most scholars have analyzed the influencing factors of the continue use intention of mobile social media users from the perspective of cognition,and the empirical research on the influencing factors of the continue use intention of mobile social media users based on affect is relatively few.Although some of the lit-erature also takes into account the effects of certain special or single affective factors or their combination with cognitive models on the continue use social media inten-tion,there is little research combined with mobile social media backgrounds,from more comprehensive affect factors.The affect model analyzes how affective factors affect the willingness of mobile social media users to continue.Affect mainly in-cludes emotion and mood,they have a strong predictive effect on the user's cognition and behavior.Therefore,this research will analyze the effect of affective factors on the user's cognitive and behavior from different affect point of view of.Thus,this ar-ticle uses the theory of affect infusion theory to explain how affect effect the user's cognitive judgment.In addition,we will use 'satisfaction as the connection variables of affect and continue use intention,and in-depth mining of the mechanism of action.In the research model,satisfaction is a key factor in the user's willingness to use,positive emotion and negative emotion are preconceived variables of satisfaction,and user mood is the antecedent variable of user's positive emotions and negative emotions.In view of the different effects of gender differences on the user's emotional perception and behavioral decision-making,this paper will consider gender as a moderator varia-ble in this model.In the process of empirical analysis,we collected 201 valid ques-tionnaires by online questionnaire survey,and use Smart PLS2.0 to analyze the relia-bility and validity of the model and the structural model.The results show that:1)user satisfaction has a significant positive impact on the user's continuous use intention,positive emotions and negative emotions have a sig-nificant effect on the user satisfaction,and the user's mood has a significant positive effect on both positive and negative effects positive emotions and negative emotions.2)user satisfaction plays a mediating role between the user's emotion and continue use intention,and emotions play a mediating role between the user's mood and satis-faction.3)Gender plays an important moderate role in the vast majority of the causal relationship in the model,and except the relationship between mood and positive emotions.