The effect of usefulness, flow experience and interactivity on the users’ sns use intention: Focus on chinese wechat users Lee Ji Hye1, Yu Seung Yeob1,* 1Dept. of Advertising and Public Relations, Namseoul University, 91 Daehak-ro Seonghwan-eup Seobuk-gu, Cheonan-si, 31020, Republic of Korea *Corresponding author: Seung Yeob Yu Dept. of Advertising and Public Relations, Namseoul University, Republic of Korea E-mail: ysyeob@hanmail.net
Online published on 16 October, 2018. Abstract Background/Objectives The central purpose of the current paper is to find the effect of the users’ cognition of the characteristics of WeChat, the leading SNS channel in China, on the users’ use intent, and how the users’ attachment tendency as an intermediary role affects their use intent. Methods/Statistical Analysis We set usefulness, flow experience and interactivity as an independent variable, and WeChat use intent as a dependent variable, and aim to measure the mediation effect of the users’ attachment. First, an exploratory factor analysis and a confirmatory factor analysis were conducted so as to test the validity of the scales of usefulness, flow experience and interactivity, attachment tendency and use intent. The reliability of each scale was verified by using Cronbach α and examined by performing a covariance structure analysis. Findings The results of this study are as follows. First, the perceived usability of SNS had a significant effect on SNS attachment tendency and intention to use. Second, users’ perception of SNS flow experience had a significant effect on SNS attachment tendency and intention to use. Third, the users’ perception of SNS interactivity had a significant effect on SNS attachment tendency. However, there was no significant effect on the intention to use SNS. Fourth, the attachment tendency to SNS had a significant effect on the intention to use SNS. Fifth, the effect of usefulness of SNS on the intention to use SNS will be mediated by SNS attachment. Bootstrap validation had a significant impact. Sixth, the effect of the flow experience on the SNS will be mediated by the SNS attachment. Bootstrap validation has a significant effect. Seventh, the effect of the user's perception of SNS interactivity on the intention to use SNS will be mediated by SNS attachment. Bootstrap validation has a significant effect. In other words, it is expected that users’ awareness of usefulness of the platform, expanding the flow experience and enhancing interactivity will increase the degree of attachment of users. Improvements/Applications It is meaningful for such results of analysis to identify the factors affecting the WeChat users’ use intent and to find the networking among them. It will contribute to the strategy for enhancing the intention of marketing for SNS users in China in the future. Top Keywords Usefulness, Flow experience, Interactivity, Attachment, SNS, WeChat. Top |