Abstract
This study explores the adoption and use of WeChat, the most popular mobile instant messaging (MIM) platform in China, among middle-aged residents in urban China. Previous technology diffusion studies have paid little attention to this demographic. Based on diffusion of innovations and uses and gratifications theory, the study aims to identify the predictors of adoption and use of WeChat by middle-aged individuals. Data were collected in Xiamen from a sample of 300 tourists aged from 36 to 60 years. The results showed that the perceived relative advantages of WeChat significantly predicted its adoption by the middle-aged users in the sample. However, the effects in predicting usage were limited when the perceived need for WeChat were taken into account. In addition, the results indicated that demographic variables (i.e., age, gender, and income) and personal innovativeness were significant predictors of the adoption and use of WeChat among middle-aged individuals.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
