Understanding WeChat users' liking behavior: An empirical study in China

作者：

Highlights：

• We examined factors motivating WeChat users' liking behavior in China.

• Gratifications of hedonic (enjoyment), social (social support) and utilitarian (information seeking) play important roles.

• Hedonic gratification (enjoyment) is found to be the most important motive affecting liking behavior.

• Gender plays a moderating role on the relationships among gratifications and liking behavior.

摘要

•We examined factors motivating WeChat users' liking behavior in China.•Gratifications of hedonic (enjoyment), social (social support) and utilitarian (information seeking) play important roles.•Hedonic gratification (enjoyment) is found to be the most important motive affecting liking behavior.•Gender plays a moderating role on the relationships among gratifications and liking behavior.

论文关键词：Uses and gratifications theory,Liking behavior,Motivation,WeChat,Social media,User adoption

论文评审过程：Received 30 June 2016, Revised 3 November 2016, Accepted 4 November 2016, Available online 18 November 2016, Version of Record 18 November 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.11.002