Prior studies have shown that gratifications exert significant effects
on the sustained use of an information system by individuals. However,
the roles of different gratifications vary in predicting continuance
usage in different research contexts. Also, less attention has been paid
to how gratifications affect the continuance intention to use WeChat.
The purpose of this study is to examine the effects of different
gratifications on the continuance intention to use WeChat in China.
Based on the uses and gratifications theory, a theoretical model is
developed, which identifies four types of gratification: hedonic
gratification, social gratification, utilitarian gratification and
technology gratification. Data were collected via a questionnaire survey
from 297 WeChat users in China, and further analyzed using PLS-SEM. The
results show that, technology gratification (media appeal) has the
greatest effect on the continuance intention to use WeChat, followed by
hedonic gratification (perceived enjoyment) and utilitarian
gratification (information sharing).