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

Sam, Kin Meng and Chatwin, Chris (2019) Understanding Wechat users' motivations, attitudes and intention of reading promotional material. Journal of Information Technology Management, 30 (1). pp. 25-37. ISSN 1042-1319

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Abstract

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.

Item Type: Article
Keywords: WeChat, promotional material, motivations, attitudes, intention, mobile advertising
Schools and Departments: School of Engineering and Informatics > Engineering and Design
Research Centres and Groups: Industrial Informatics and Signal Processing Research Group
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and communications > HE7601 Telecommunication industry. Telegraph
Q Science > QA Mathematics > QA0075 Electronic computers. Computer science > QA0076 Computer software
Q Science > QA Mathematics > QA0075 Electronic computers. Computer science
T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication Including telegraphy, telephone, radio, radar, television > TK5105.5 Computer networks. General works
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Depositing User: Chris Chatwin
Date Deposited: 01 Apr 2019 11:29
Last Modified: 01 Apr 2019 11:29
URI: http://srodev.sussex.ac.uk/id/eprint/82899

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