The utilitarian and hedonic value of immersive experiences on WeChat: examining a dual mediation path leading to users' stickiness and the role of social norms

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Online Information Review Pub Date : 2023-07-06 DOI:10.1108/oir-04-2022-0208

Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Qianqian Fu

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引用次数: 1

Abstract

PurposeAn integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.Design/methodology/approachThe authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.FindingsThe paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.Originality/valueRather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

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微信沉浸式体验的功利与享乐价值:审视导致用户粘性和社会规范作用的双重中介路径

目的构建微信用户粘性的综合预测模型。在提出的模型中，感知价值在从用户的沉浸式在场体验和流体验到他们的参与度和粘性的因果路径中起着双重中介作用。此外，存在感被视为由空间感受和陪伴感组成的二维结构，用户参与被视为对微信营销功能的认知、情感和行为贡献。设计/方法/方法作者开发了一种测量仪器，并分析了对917名微信用户的调查数据。他们使用混合偏最小二乘-结构方程模型(PLS-SEM)和神经网络方法来确认测量项目的信度和效度以及构念之间的所有关系。研究结果:本文提供了强有力的证据，证明功利价值和享乐价值对用户沉浸式临在体验和心流体验的中介影响。另一项发现强调了社会规范在参与和粘性中的作用。原创性/价值作者没有从享乐主义或功利主义的角度研究沉浸式体验对存在和流动的影响，而是考虑了沉浸式体验如何塑造功利主义和享乐主义价值，以及它们对用户参与度和粘性的共同影响(以及社会规范)。

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

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.