User satisfaction and user loyalty in mobile SNSs: WeChat in China

Abstract

In China, a country without access to Facebook, WhatsApp or LINE, the social networking services such as WeChat, Weibo and Momo have been changing people's life style. Homogeneity in, for example, UI design and product function design has, however, becomes increasingly apparent with rapid version iteration, which shifts the focus of product design teams to the enhancement of user satisfaction and maintenance of user loyalty. From the emotional dimension, this study analyzes the relations between user motivations, user gratification and user attitude, user satisfaction, and user loyalty, in an attempt to establish a user satisfaction evaluation model for mobile SNSs based on the Uses and Gratifications Theory on media communication and the American Customer Satisfaction Index.