Uses and gratifications of wechat among adolescents in people’s republic of China
The objective of this study was to investigate Chinese adolescents’ uses and gratifications of WeChat, along with their intention to continue using the app. Despite past research on mobile instant messenger adoption, there is a knowledge gap concerning the gratifications influencing post post-adopti...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/39101/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/39101/2/FULLTEXT.pdf |
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| Summary: | The objective of this study was to investigate Chinese adolescents’ uses and gratifications of WeChat, along with their intention to continue using the app. Despite past research on mobile instant messenger adoption, there is a knowledge gap concerning the gratifications influencing post post-adoption beha vior, that is continuance intention, among specific demographics like Chinese adolescents. The current study distinguishes between gratifications sought and gratifications obtained and examines how these gratifications may affect the intention to continue using mobile instant messenger among Chinese adolescents adolescents, thereby contributing to the existing literature by filling in the gap gaps. Based on a quantitative approach incorporating Uses and Gratifications Theory and Theory of Planned Behavior, a largelarge-scale survey (N=1087) among Chinese adolescents aged 10 10-24 was conducted. After examining the quantitative data, the author identified the gratifications Chinese adolescents sought and obtained from using WeChat. According to the results o f the quantitative analysis, Chinese adolescents obtained more gratification gratifications than what they initially sought or their gratificationgratifications obtained were in line with their initial expectations. The gratifications sought, gratifications obtained, attitude, and intention to continue using WeChat among Chinese adolescents were observed to vary based on their demographic characteristics. The findings derived from the quantitative analysis suggest that Chinese adolescents will continue using WeChat. Th e quantitative analysis predicts that convenience gratification sought and obtained, media appeal gratification sought, and attitude exert a considerable positive effect on the intention to continue using the app. However, entertainment gratification obtai ned is expected to have a negative impact. The present study has significant theoretical as well as practical implications. This study uncovers diverse gratifications sought and obtained by Chinese adolescents from using WeChat. By uniquely combing the attitude construct from the Theory of Planned Behavio Behavior with Uses and Gratifications Theory, it offers a fresh framework for analyzing social media use and user retention, potentially advancing theoretical discussions. It hi ghlights demographic variations in gratifications sought sought, gratifications obtained, attitude, and continuance intention, emphasizing the need for individual differences in media studies. A notable discovery is the unexpected negative impact of entertainment gratification obtained on continuance intention , a revelation that defies conventional wisdom and deepens our grasp of user motivation. The research provides crucial insights into the uses and gratifications of Chinese adolescent WeChat users as well as t heir continuance intention , which can inform platform designers, marketers and advertisers, policymakersolicymakers, parents and guardians , as well as future researchersresearchers. |
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