Chinese smart phone messenger app from we chat is booming, a situation that is popular to users than other smart phone messenger app. However, a study on the impact factors on user satisfaction and continuing use of we chat are short of. This study is one of among the fastest growing smart phone messenger app we chat to identify the reasons that popular to users, and users can meet and analysis for the purpose of factors that affect the degree of continuing use. It also wants to provide information identifying the influence of continuous use through research that provides services to the Chinese smart phone messenger app that will help the marketing strategy and product development necessary to enter foreign markets.
The survey was conducted by the users who have experience with we chat from South Korea and China(in Beijing, Shanghai, etc. hubaeyi) from 317 people, including college students and office workers who live in the area.
This study focused on determining the reason for popularly rapid growing of users and analyzing the factors affecting user satisfaction and continuing use for we chat users.
The results are as follows.
First, individual innovation was verified to be a great influence on user satisfaction and continuing use of we chat. The size of smart phone market is gradually expanding so the smart phone messenger application users are expected to increase researches and practical implications.
Second, a smart phone messenger service may need to be equipped for much functions in a more convenient smart phone messenger. Again, it is necessary for mobile online exchange app with simpler and easier to use not complicated.
Third, user satisfaction of the study variables made significant effects on continuous use. Therefore, increasing user satisfaction should develop new features of the smart phone messenger to be used continually.
Fourth, for smart phone messenger companies, it is necessary to establish an authentication and security system with the newest technologies. And personal information protection should be kept from their exposures thoroughly by companies.