Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: 26, Pages: 1-8
Hong Jin1 , Seong Taek Park2* and Guozhong Li 3
1 Department of Business, Jiangxi Normal University, Nanchang, Jiangxi, China; [email protected]
2 Department of MIS, Chungbuk National University, Chungbuk, Korea; [email protected]
3 Faculty of Management and Economics, Kunming University of Science and Technology, Kunming, China
WeChat is the most representative mobile socialization application in China as well as an important platform in enterprise publicity. The special transmission method of WeChat emphasizes the importance of user participation. Therefore, how to make effective use of the antecedent factors of user participation and user participation incentives appears to be particular significant. The research explores into the antecedent factors of user participation in WeChat from the perspective of users, and analyzes the effect mechanism of these factors on the two different dimensions of user participation (general participation and interactive participation) with examples. Empirical data shows that interaction frequency, preferential Incentive and information sharing exert significant positive effects on general participation. Interaction frequency and information sharing have positive effects on users’ interactive participation. The research attempts to figure out the pattern of WeChat marketing of user participation theoretically through constructing the antecedent factors and effect mechanism of user participation in WeChat, as well as provides implications for user participation strategies when enterprises develop WeChat marketing platform.
Keywords: General Participation, Information Sharing, Interaction Frequency, Interactive Participation, Preferential Incentive, WeChat
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