Abstract
The rapid development of mobile technology and the increasing number of smartphone users in China represent the advent of mobile instant messaging (MIM) services. WeChat, a widely accepted MIM application in China, integrates IM and SNS functions, where people can contact friends and post texts, photos and videos. We examine the users' continuance intention towards WeChat from the aspects of network externalities, motivation theory and switching costs, which are most significant for online service users. We collect 266 samples to investigate WeChat users and find the determinant role of referent network size, perceived usefulness and perceived enjoyment on predicting WeChat users' continuous intention, while switching costs are not salient for users. Further investigation shows that WeChat on smartphone is mostly used for keeping contact, information sharing and updates. The content generated from mobile is less than that from PC, and therefore, is not considered as sunk costs by users. Finally, practical and managerial implications are discussed.
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