Research On The Influence Of Perceived Benefits On Users' Continuance Intention In WeChat Group

With the influence of negative usage perceptions such as interpersonal overload,content overload and technical problems,user satisfaction with social applications of community significance,such as We Chat,Weibo and QQ space is declining.The phenomenon of intermittent usage,deprecation and continuance intention appear again and again.The sustainability of many online communities is challenged.How to maintain the and continuance intention of users in order to achieve value transforming and profits has become the main problem currently faced by related service providers and managers.Therefore,this article will focus on the core question of“for users of online communities,what are the major factors that affect their continuance intention”.In practical terms,this study takes the users of the WeChat group as the research object.Under the framework of Social Exchange Theory and Management Information System Adoption Theory,in addition the internal motivation of people participate in social interactions for the pursuit of interests.The author constructs a research framework to explain the mechanism of perceived benefits on users' continuance intention in WeChat group.The main content includes the relationship model between user experience,perceived benefits and users' continuance intention,and the impact of the emotional factors of community engagement and community dependence on users' continuance intention.Therefore,this research intends to put forward 9 research hypotheses,and makes data analysis and hypothesis testing on 319 questionnaire samples through SPSS 25.0 and AMOS 23.0 statistical analysis software.The results show that the user experience of We Chat group has a significant impact on perceived benefit.Perceived benefits of users positively affect community engagement and community dependence.Community engagement and community dependence have a positive impact on users' continuance intention in WeChat Group.According to the research conclusions,this study provides two spects of practical suggestions:First,pay attention to the user experience,whichshould emphasize the user enjoyment experience and enhance the sense of fun and pleasure in the interaction process;Second,pay attention to the acquisition of users' social interests and altruistic interests,thereby fostering a sense of community engagement.The stronger the users' sense of community engagement,the more the users' continuance intention.