How WeChat can retain users: Roles of network externalities, social interaction ties, and perceived values in building continuance intention

Abstract

An increasing number of users join and immerse in Social Network Services' (SNS) virtual spaces, but many users quit using these services as well. SNS managers must enhance users' continuance intention. Based on a survey of WeChat users, this research examined the effects of direct and indirect network externalities on users' perceived values (including social value, information value, emotional value, and hedonic value) and continuance intention. We conducted data analysis with structural equation modeling (SEM). Results confirmed that social interaction ties mediate the effect of network externalities on the four types of perceived values. Meanwhile, among the four types of perceived values, only social value and hedonic value influence continuance intention.