The present paper will summarize an article “Examining WeChat users’ motivation, trust, attitudes, and positive word-of-mouth: Evidence from China”, which raise the issue of social media’s effect on personality. Moreover, the writer will reveal his own thoughts on the theme…
To start with, the authors reviewed available literature and created theoretical background for their research. In particular, the determining motivation in choosing social media platform is mostly need for entertainment, alongside with information, sociality, and conformity factors . Based on this, authors developed their hypotheses. In detail, they investigated positive influence of entertainment, sociality, information and trust on attitudes towards the use of WeChat; moreover positive attitude increases the level of positive word-of-mouth communication .
Furthermore, the authors conducted a research to investigate the above-mentioned hypotheses. Sample formed from 264 responses on two-section questionnaire from young active Wechat users based in Shanghai. Among the respondents, most of them were females (64.6%), single (94.3%) and well-educated (76.1%) . The results of the measurement appeared in confirmatory factor analysis (CFA) with using AMOS 18 to find significant relations between analyzed variables. In short, entertainment have significant positive effect and they are important predictors of attitudes .
In conclusion, the authors state that WeChat is a good source for receiving important information. In addition, it serves to sociality and entertainment in terms of chatting and connecting with friends. Finally, it develops trust through commenting on products/services. In Chinese example, practical evidence of these positive effects is in sharing red envelope via WeChat during Chinese New Year. ...
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