Xiuyuan Gong, Zhiying Liu, Xiabing Zheng and Tailai Wu
Mobile social apps permeate every facet of daily life through the pervasive use of smartphones. Customer retention with mobile social apps has become extremely important for…
Abstract
Purpose
Mobile social apps permeate every facet of daily life through the pervasive use of smartphones. Customer retention with mobile social apps has become extremely important for app-related companies. The purpose of this paper is to explore why experienced users in mobile social apps (e.g. WeChat) are likely to continue using the app.
Design/methodology/approach
This study proposed a conceptual model to identify key determinants of continuance intention of WeChat users and highlight the effects of individual experience. Data were collected from WeChat users, which is one of the most popular mobile social apps in China. The study employed partial least squares regression to test the research model based on a survey of 295 valid responses.
Findings
Results showed that trust, which was driven by user satisfaction and perceived critical mass, played a critical role in influencing the continuance intention of WeChat users. Moreover, tie strength exerted a negative moderating effect on the relationship between trust and continuance intention. Specifically, tie strength and perceived critical mass had strong impacts on the continuance intention of low-experience users. In addition, the effect of frequency was closely associated with the continuance intention of high-experience users.
Research limitations/implications
This study addressed the issue of mobile social app continuance intention by providing an innovative means to explore the key antecedents of user continuance intention from the experience perspective. The findings not only prove that trust plays a central role in influencing the continuance intention of experienced users but also reveal that the determinants of continuance intention vary among users with different experience. The results provide insights into the key antecedents of experienced WeChat user continuance intention and contribute to the literature on mobile social apps and individual differences.
Practical implications
The results provide suggestions for mobile social app practitioners to effectively plan mobile social app retention practices and to set up appropriate incentive mechanisms for retaining users with different experiences.
Originality/value
Although abundant studies have focused on the adoption of media users, few studies have investigated the post-adoption behavior of experienced users in the context of mobile social apps. This study revealed the key determinants of the continuance intention of WeChat users and pinpointed the different impacts of these antecedents on users with different levels of experience. It also provides useful guidelines for practitioners to effectively retain users with different levels of experience.
Details
Keywords
Xiaofeng Zheng, Zhiying Liu and Xiuyuan Gong
The purpose of this paper is to explore the role leader attention plays in the nurture of transformational leadership (TL) behavior, as well as the mechanism by which TL affects…
Abstract
Purpose
The purpose of this paper is to explore the role leader attention plays in the nurture of transformational leadership (TL) behavior, as well as the mechanism by which TL affects innovation ambidexterity, this research empirically studied the relationship between leader attention scope (LAS) and innovation ambidexterity (exploratory innovation and exploitative innovation) through the mediating role of TL. Further, the moderating effect of environmental dynamism (ED) on the relationship between TL and innovation ambidexterity was examined.
Design/methodology/approach
Empirical study was adopted by distributing questionnaires to high echelon leaders in mainland China to assess related variables. Structural equation modeling was used to examine the relationships of the variables based on the 188 returned questionnaires.
Findings
The results show that LAS had a positive effect on innovation ambidexterity, and the relationship was partially mediated by TL. ED negatively moderated the relationship between TL and innovation ambidexterity.
Practical implications
The results suggest that upper echelon leaders receive more unfamiliar, outward-oriented, and source-diverse information to broaden their attention scope. The broad outlook they get obliges them to engage in TL behavior which is beneficial for innovation ambidexterity.
Originality/value
Based on upper echelons theory, this research reveals the realization mechanism of innovation ambidexterity from the perspectives of leader attention and leadership behavior. This paper avoids the previous research limitation of prevalently employing demographic measurements to substitute for leaders’ psychological processes. The study of LAS also explains the formation mechanism of TL. ED is considered to examine the effectiveness of TL.