Abstract:

This paper takes WeChat Moment, a typical application of social media, as the empirical case, to obtain text data related to users' continuance usage behaviour intention through "situational experiment + semi-structured in-depth interview", to extract concepts and categories through open coding, axial coding and selective coding, and to construct the conceptual model of formation mechanism based on Use-Gratification theory. Results show that, social satisfaction factors, content satisfaction factors and procedural satisfaction factors all can have a significant impact on users' continuance usage intention of social media. Network externality as an external situational factor affects the intention of continuance usage. Individual attribute factors (personality, individual ability, time and energy) can significantly regulate the influence of social satisfaction factors, content satisfaction factors and procedural satisfaction factors on continuance usage intention. Switching barriers has positive effect on continuance usage behaviour.

Key words:

Social media, Continuance usage, Use-gratification theory, Conceptual model, User behavior, Usage intention, Influencing factors