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The Impact of Wechat Red Packet Feature at Achieving Users Satisfaction and Loyalty: Wechat Users in China

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Advances in Swarm Intelligence (ICSI 2021)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 12690))

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Abstract

WeChat has become an essential social media platform in China. This research investigates the importance of the WeChat Red packet as a motivator at achieving user’s satisfaction and loyalty in China. To investigate its impact, and factors that attribute to its popularity and acceptability, we extended technology acceptance model (TAM), in addition to the main model factors, “perceived usefulness and perceived ease of use” our proposed model include, perceived trust, perceived security, and perceived entertainment. The questionnaire was designed, and SPSS was used for the analysis. The research results provide insight into how WeChat Red Packet can motivate users and build their satisfaction to improve their loyalty which in turn increases WeChat users’. These results have future implication and practice for research.

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Author information

Authors and Affiliations

  1. School of Economics and Management, Yan’an University, Yan’an, 716000, China

    Kamal Abubker Abrahim Sleiman

  2. International School of Business, Shaanxi Normal University, Xi’an, 710062, China

    Kamal Abubker Abrahim Sleiman, Lan Juanli, Wang Yubo, Lei Hongzhen & Ru Liu

  3. Xian University of Finance and Economics, Xi’an, 710062, Changan District, China

    Xiangyu Cai

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  1. Kamal Abubker Abrahim Sleiman
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  2. Lan Juanli
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  3. Xiangyu Cai
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  4. Wang Yubo
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  5. Lei Hongzhen
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  6. Ru Liu
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Editor information

Editors and Affiliations

  1. Peking University, Beijing, China

    Ying Tan

  2. Southern University of Science and Technology, Shenzhen, China

    Yuhui Shi

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Sleiman, K.A.A., Juanli, L., Cai, X., Yubo, W., Hongzhen, L., Liu, R. (2021). The Impact of Wechat Red Packet Feature at Achieving Users Satisfaction and Loyalty: Wechat Users in China. In: Tan, Y., Shi, Y. (eds) Advances in Swarm Intelligence. ICSI 2021. Lecture Notes in Computer Science(), vol 12690. Springer, Cham. https://doi.org/10.1007/978-3-030-78811-7_53

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  • DOI: https://doi.org/10.1007/978-3-030-78811-7_53

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