Original Articles
Shaoling Fu, Jiawei Huang, Yan
Abstract
The purpose of this research is to explore the continuous using behavior of WeChat. Based on the technology acceptance model (TAM) and network externality theory, this study constructs a theory model about factors that influence users’ continuous using behavior. Taking college students as investigation objectsand collecting 222 valid questionnaires, by using the structural equation model, the study conducts an empirical research on the relationship among network externality, perceived usefulness, perceived ease of use, perceived entertainment and continuous using behavior. The empirical results show that the impact of network externality, perceived easeofuse and perceived entertainment on WeChat users’ continuous using behavior is significant, but the positive influence ofperceived easeofuse on perceived usefulness and perceived usefulness on WeChat users’ continuous using behavior are not significant. Finally, this research put forward some suggestions to mobile social networking provider and education department.