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Factors affecting the adoption of mobile instant message: An empirical study of user acceptance of Wechat in China
Mittuniversitetet, Fakulteten för humanvetenskap, Avdelningen för ekonomivetenskap och juridik.
2014 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Nowadays, instant message has become a key tool for students to stay connected with existing friends and family, as well as to create new friendships. WeChat as a third party software that exists in the current market, is an instant messaging application that enables users to send voice, video, pictures and text to their contacts through mobile network. Being a new application, the user adoption of WeChat has not been studied. Therefore, the result of this study will be valuable to fill the knowledge gap about user adoption study of this mobile application, and future development of other similar instant messaging mobile application could also benefit from this study. This study focuses on WeChat users and answers to the following research question: What are the factors that affect the users’ adoption of WeChat?

The purpose of this study is to explain factors that affect the users’ adoption of WeChat among WeChat users.

This study adopts a theory testing approach. The research model will propose through UTAUT model and semi-structured interview. A survey was conducted subsequently to collect quantitative data. Hypotheses were tested through analyzing the quantitative data by using SPSS.

Ort, förlag, år, upplaga, sidor
2014. , s. 58
Nyckelord [en]
WeChat, mobile instant message, social network, user adoption, UTAUT model
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:miun:diva-24452Lokalt ID: FÖ-V14-A1-057OAI: oai:DiVA.org:miun-24452DiVA, id: diva2:791084
Ämne / kurs
Företagsekonomi FE1
Utbildningsprogram
Magisterprogram i Företagsekonomi: Marknadsföring och Management SFMMA 60 hp
Handledare
Examinatorer
Tillgänglig från: 2015-03-03 Skapad: 2015-02-26 Senast uppdaterad: 2015-03-03Bibliografiskt granskad

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