Why are experienced users of WeChat likely to continue using the app?

Gong, Xiuyuan; Liu, Zhiying; Zheng, Xiabing; Wu, Tailai

doi:10.1108/apjml-10-2017-0246

Cited by 41 publications

(29 citation statements)

References 139 publications

(192 reference statements)

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“…WeChat is the most influential social media site in China, with monthly active users reaching up to 938m in Q1 2017 and a 28 percent growth rate (Statista.com, 2017). WeChat has created a "new way to connect" and introduced "a way of life" by offering different functions such as WeChat pay, Order Taxi, Mobile Top Up and WeChat circle (Gong et al, 2018;Lien and Cao, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Accordingly, Kontsevaia and Berger (2016) pointed out that WeChat has been dominating Chinese commercial communications and is quickly evolving into a full-fledged mobile social platform, including features such as mobile advertisements. Thus, WeChat provides rapid but extensive way to reach out to consumers, shifting advertising strategies into sustainable methods of online advantage for many fashion brands in China (Gong et al, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

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Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions

Zhao

Lee

Copeland

2019

APJML

127

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Purpose Social media and sustainability are changing Chinese consumers’ consumption behavior in notable ways. Few apparel industry sustainability efforts are enforced or well known in China. As China operates its own social media sites, it is necessary to study Chinese social media, rather than Western types, in order to understand its influence on Chinese consumer behavior with regard to sustainability. By extending the theory of reasoned action (TRA) and the prototype willingness model, the purpose of this paper is to investigate how Chinese consumers were taught their environmentally sustainable apparel (ESA) consumption behavior through social media, and also how the influence of peers affected their purchase intentions. Design/methodology/approach A total of 238 survey responses were collected and analyzed from a Chinese research firm in 2016. In accord with the study objectives, an exploratory factor analysis was first conducted, and then a two-step analysis of a structural equation model was employed for hypothesis testing. To test the significance of hypothesized mediated effects, a bootstrap procedure with 2,000 bootstrap samples from the original data was used to compute bias-corrected 95% CI for indirect effects. Moreover, hierarchical regressions were demonstrated to verify the unique contribution of social media influence. Findings The study findings support the previous literature that indicated positive attitudes toward environmentally sustainable purchasing behavior increased as Chinese consumers learned about social and environmental issues. Also, results of the analysis revealed that Chinese consumers’ engagement with social media and their peers were important social influences that were directly tied to increasing sustainable apparel purchase intentions. Originality/value By extending two grand theories of the prototype willingness model theory and the TRA, this study underlines a novel link between the influence of social media and ESA purchase intentions among Chinese consumers. Results are valuable in a global context as it is one of only a few studies to explore Chinese consumers’ purchase intentions of ESA through an exclusive social media platform – WeChat – in China.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions

Zhao

Lee

Copeland

2019

APJML

127

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“…China is an emerging market with a unique social media environment. Most brands use WeChat as the primary SMM channel for communicating product-related information, sharing news about the brand and discussing trendy topics with consumers (Chu et al , 2019; Gong et al , 2018). These are all useful activities in building a trustworthy brand image and brand loyalty (Chen and Wang, 2017).…”

Section: Introductionmentioning

confidence: 99%

Driving COBRAs: the power of social media marketing

Cheung

Pires

Rosenberger

et al. 2020

MIP

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PurposeThis study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention.Design/methodology/approachThe theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis uses partial least squares–structural equation modelling.FindingsEntertainment and interaction drive consumers' consuming, contributing and creating behaviours, whilst trendiness drives creating behaviour only. Inconsistent with previous research findings, customisation has a non-significant impact on consumers' consuming, contributing and creating behaviours. Consuming and creating behaviours assist in driving on-going search behaviour and repurchase intention. Contributing behaviours assist in driving on-going search behaviour only.Research limitations/implicationsCross-sectional in nature, this research adds to the marketing literature by explaining how to use SMM to drive COBRAs for luxury cosmetics in China using WeChat. To enhance the generalisability of the findings, future research might consider a longitudinal design, including comparisons between countries with diverse cultures as well as other industries and product types.Practical implicationsCOBRAs may be heightened by using entertaining and trendy content. Incorporating interactive content on social media platforms encourages consumers to consume, contribute and create content on social media brand communities, further driving their on-going search behaviour and repurchase intention.Originality/valueExamination of SMM's role in the marketing literature largely overlooks the impact of SMM elements on COBRAs. This study contributes to the SMM research by empirically testing a theoretical model, confirming that specific SMM elements – including entertainment and interaction – are key factors in driving consumers' consuming, contributing and creating behaviour on social media brand communities, influencing consumers' on-going search behaviour and repurchase intention.

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“…Untuk Hipotesis ketiga diperoleh hasil bahwa Trust berpengaruh signifikan terhadap Intention to Reuse. Hasil dalam penelitian ini dapat mendukung studi yang dilakukan Ong & Lin (2015), Kumar et al (2018), Gong, Liu, Zheng, & Wu (2018), Maqableh, Masa'deh, Shannak, & Nahar (2015), Zhu, Lan, & Chang (2017). Hal ini disebabkan dompet digital berhubungan dengan uang sehingga pengguna membutuhkan kepastian dan perlu mempercayai penyedia jasa bahwa uang dan data pengguna aman.…”

Section: Analisa Dan Pembahasanunclassified

Pengaruh Perceived Usefulness, Perceived Ease of Use dan Trust terhadap Minat Konsumen dalam Penggunaan Ulang Go-Pay di Kota Jakarta

Sandy

Firdausy

2021

JMBK

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The number of E-Wallet users in Indonesia keep increasing every year since it’s first launching. Several E-Wallet brands compete to be the best E-Wallet in Indonesia. One of them is Go-Pay. This research aims to find out the effect of perceived usefulness, perceived ease of use, and trust on intention to reuse of Go-Pay in Jakarta. A descriptive quantitative research was conducted by analysing data collected from online questionaire survey of 105 respondents. The method to analyse the data is by using multiple linear regression. The result showed that, perceived usefulness did not affect the reuse intention of Go-Pay customers significantly. Whilst perceived ease of use and trust did affect the reuse intention of Go-Pay customers significantly. Trust value has the strongest relationship toward reuse intention of Go-Pay customers. Therefore, Go-Pay company needs to maintain customers trust and also increase or retain Go-Pay application ease of use in doing payment. Jumlah transaksi dan pengguna E-Wallet terus bertambah setiap tahunnya sejak pertama kali diluncurkan. Beberapa perusahaan E-Wallet saling bersaing untuk menjadi E-Wallet terbaik di Indonesia, salah satu perusahaan E-Wallet adalah Go-Pay. Penelitian ini memiliki tujuan untuk mencari pengaruh perceived usefulness, perceived ease of use, dan trust terhadap intention to reuse Go-Pay di Jakarta. Penelitian deskriptif kuantitatif dipilih dan dilakukan terhadap 105 data responden terpilih. Teknik Analisa regresi linear berganda dipilih dan diolah menggunakan perangkat lunak SPSS 24. Hasil menunjukkan bahwa perceived usefulness tidak memiliki pengaruh yang signifikan terhadap intention to reuse konsumen Go-Pay, namun perceived ease of use dan trust berpengaruh secara signifikan terhadap intention to reuse konsumen Go-Pay. Trust mendapatkan nilai signifikansi yang lebih tinggi terhadap intention to reuse konsumen Go-Pay. Sebagai kesimpulan, hasil penelitian dapat memberikan saran kepada perusahaan Go-Pay untuk mempertahankan kepercayaan konsumen serta meningkatkan atau mempertahankan kemudahan dalam melakukan transaksi menggunakan Go-Pay.

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Why are experienced users of WeChat likely to continue using the app?

Cited by 41 publications

References 139 publications

Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions

Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions

Driving COBRAs: the power of social media marketing

Pengaruh Perceived Usefulness, Perceived Ease of Use dan Trust terhadap Minat Konsumen dalam Penggunaan Ulang Go-Pay di Kota Jakarta

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