Empirical Study on the Wechat Mini Program Acceptance Based on UTA UT Model Take the Pearl River Delta as an Example

Abstract

Users' acceptance is important to evaluate the success of an application tool. There is no exception to the Wechat Mini Program. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), we construct a model with more explanative variables to investigate the affecting factors of users' acceptance towards Wechat Mini Program. Using samples of college students in Pearl River Delta, we collected data by conducting an online questionnaire survey and applied them to test our model through a Structural Equation Modeling (SEM). The empirical results indicate that the five variables: Endeavor Expectation, Performance Expectation, Community Impact, Perceived Risk and Perceived Interference, affect users' Behavior Intention. Furthermore, Behavior Intention and Convenience Level jointly influence Usage Behavior of Wechat Mini Program. Finally, according to these results, our study proposes some suggestions on how to improve the users' acceptance towards Wechat Mini Program.