Why Millennials Continue to Use WhatsApp? A Focus on Culture and Computer–Human Dialogue

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY
Kamaal Allil, Serri Faisal, Adil Zia
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引用次数: 0

Abstract

Continuous usage behavior among millennials is crucial, yet factors influencing this behavior are not well understood. This study integrates human-computer interaction and marketing research to investigate the relationship between persuasive dialogue support (PDS), attitudinal loyalty (AL), and continuous-use intention (CI) in the context of WhatsApp. The study also examines the moderating role of four cultural dimensions: uncertainty avoidance (UA), power distance (PD), masculinity (MAS), and individualism (IND) in these relationships. Data was collected from 287 WhatsApp users in four countries, and the proposed theoretical model was tested using structural equation modelling (SEM-PLS). The results indicate that PDS has a direct positive impact on AL, which in turn leads to CI. The study also found that cultural differences can moderate the relationship between PDS and AL and between AL and CI. Therefore, app developers need to consider cultural differences when designing their products and implement persuasive design aspects to boost user loyalty and intention to use. To ensure optimal app performance in diverse cultural settings, developers should strike an appropriate balance between universal design principles and culturally sensitive adaptation. However, the study’s limitations, such as reliance on self-reported data and a relatively small sample size, suggest the need for future research to expand its scope to include participants from a broader range of cultural backgrounds.

千禧一代为何继续使用 WhatsApp?关注文化和人机对话
千禧一代的持续使用行为至关重要,但影响这种行为的因素却不甚明了。本研究整合了人机交互和市场营销研究,以 WhatsApp 为背景,探讨说服性对话支持(PDS)、态度忠诚度(AL)和持续使用意向(CI)之间的关系。研究还探讨了四个文化维度在这些关系中的调节作用:不确定性规避(UA)、权力距离(PD)、男性气质(MAS)和个人主义(IND)。研究收集了四个国家 287 名 WhatsApp 用户的数据,并使用结构方程模型(SEM-PLS)对提出的理论模型进行了检验。结果表明,PDS 对 AL 有直接的积极影响,而 AL 又会导致 CI。研究还发现,文化差异会缓和 PDS 与 AL 之间以及 AL 与 CI 之间的关系。因此,应用程序开发人员在设计产品时需要考虑文化差异,并实施有说服力的设计,以提高用户忠诚度和使用意愿。为确保应用程序在不同文化背景下的最佳表现,开发人员应在通用设计原则和文化敏感性调整之间取得适当平衡。不过,这项研究也存在局限性,如依赖于自我报告的数据和相对较小的样本量,这表明未来的研究需要扩大范围,纳入来自更广泛文化背景的参与者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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