• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2015, Volume: 8, Issue: 26, Pages: 1-8

Original Article

Factors Influencing Customer Participation in Mobile SNS: Focusing on Wechat in 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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