The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Factors Affecting the Mobile Instant Messenger Users' Continued Usage Behavior and the Moderating Role of Habits: Focused on WeChat

모바일 인스턴트 메신저 사용자의 지속사용행동에 대한 영향요인과 습관의 조절효과: WeChat을 중심으로

  • 장형 (전남대학교 일반대학원 전자상거래협동과정) ;
  • 고준 (전남대학교 경영학부) ;
  • 김균수 (전남대학교 신문방송학과)
  • Received : 2016.07.25
  • Accepted : 2016.09.08
  • Published : 2016.09.30
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Abstract

Purpose Recently the usage of Mobile Instant Messenger(MIM) has been increased all over the world. With the development of Mobile Internet, a large amount of mobile application came into being, such as WeChat, the most popular MIM now in China. It has a huge number of registered users, but just only half of them are the "active users". This study intends to examine what factors affect MIM user's continuance intention and actual usage behavior. Design/Methodology/Approach Based on the framework of Perception/Emotion-Behavior and the extended ECM-ISC (Expectation Confirmation Model of IS Continuance), this research introduced some unique variables to a user satisfaction model focusing on perceived/emotional factors in WeChat. In this model, perceived/emotional factors have been divided into enabler factors and inhibitor factors to analyze the effect on continuance intention and actual usage behavior. Also, the moderate effect of the habits was discussed. An online questionnaire survey of 203 WeChat users was conducted and the empirical validation was employed to test the research model. Findings From the empirical results, perceived usefulness, expectation confirmation, and needs for affiliation significantly affected satisfaction. Also, satisfaction influenced continuance intention which led to actual usage behavior. We found that the habit moderates the relationship between satisfaction and continuance intention. The result of this study provides guidance to the developers and operators of WeChat on how to improve enhance users' satisfaction and loyalty.

Keywords

References

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