Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications

- This study examines the effects of gratifications on continuance intention.
- Technology gratification affects WeChat users' continuance intention strongly.
- Hedonic gratification affects WeChat users' continuance intention.
- Utilitarian gratification affects WeChat users' continuance intention.
- Social gratification exerts no effect on WeChat users' continuance intention.

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).