University of Sussex
Browse

File(s) not publicly available

Understanding Wechat users' motivations, attitudes and intention of reading promotional material

Version 2 2023-06-06, 09:57
Version 1 2023-06-06, 09:42
journal contribution
posted on 2023-06-06, 09:57 authored by Kin Meng Sam, Chris ChatwinChris Chatwin
Smartphone has become a necessary adjunct to people’s daily life. Mobile apps such as instant messaging and payment wallet are commonly used on smartphones. In China, WeChat is the most popular social application due to its multipurpose platform such as online advertisements and payments, etc. WeChat is expected to become more popular since it has just been launched in Europe in 2017. The purpose of this study is to evaluate psychological motivations that can affect WeChat users’ intention to read WeChat promotional material. The results indicate that personalization, entertainment, incentives and perceived usefulness positively influence users’ attitudes towards WeChat promotional materials. In addition, their subjective norm, perceived behavioral control and their attitudes significantly affect their behavioral intention of reading WeChat promotional material.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of Information Technology Management

ISSN

1042-1319

Publisher

JITM

Issue

1

Volume

30

Page range

25-37

Department affiliated with

  • Engineering and Design Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2019-04-01

First Compliant Deposit (FCD) Date

2019-04-01

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC