10384

31920121152814 UDC

Grounded Theory: The Influence Factors of

Continuing Using Mobile Wechat

2015 4

2015 5

2015 6

2015 4


1.

2.

2014
5 8

20 29 2

Abstract

Mobile social Network has been integrated into peoples daily life, which is
unified the talking and walking. On the domestic market, Wechat, as an unknown
elected nominee, snatched the most of the user resources. As of 2014 May, the number

of the Wechat users has exceeded eight hundred million. However, the shorten product
life cycle, which is effected by the development of the Internet technology, and the

number of mobile social software, both make Wechat facing with stem situation.
Will users continue to use Wechat under such circumstance? And what kinds of

motivation influence the users continued behavior? In order to explore these,
the paper adopts the grounded theory, for studying the fourteen subjective who are

aged between 20 and 29 experience and finding the reasons of Wechat users

continuing using behavior.Besides, the perspective of qualitative study may provide a
reference for some similar research. In line with the purposes of the study, two

in-depth interviews of fourteen young adults had been conducted. Besides, the
interviews had been audiotaped and organized into text, then coding and classification.

After that, the paper would build a factor model about which influence the continuous

behavior of the Wechat users. Finally, this paper interviews other seven Wechat users
to confirm the factor model.In terms of research results, the continuous behavior of

Wechat users have been influenced by the individual differences, ease of use, values,
needs, satisfaction, habit, continuance intention and external factors. Whats more,

this research is not the proved theoretical model, but the influence factor model based

on the grounded theory. In previous researches,individual differences , habits and the

external factors have got little attention of other scholars.

Keyword: the continued using behavior of Wechat users; the grounded theory;
Influence factors

II


............................................................................................................................. I
1.1 ........................................................................................................................1
1.2 .................................................................................................2

1.3 ........................................................................................................................3
1.4 ........................................................................................................................4

1.4.1 ...............................................................................................4
1.4.2 ...............................................................................................4

...................................................................................................................6

2.1 ....................................................................................................................6
2.1.1 ....................................................................................................6

2.1.2 ........................................................................................................7
2.1.3 ......................................................8

2.2 ........................................................................................................................9

2.2.1 ...............................................................................................9
2.2.2 .................................................................................................. 11

2.3 ......................................................................................................................15
2.3.1 ........................................................................15

2.3.2 ....................................................................................20
2.4 .................................................................................................................................22

.................................................................................................................23

3.1 ......................................................................................................................23
3.2 ......................................................................................................................24

3.3 ......................................................................................................................24
3.3.1 ...........................................................................................................24
3.3.2 .............................................................................................26
3.3.3 ....................................................................................27
3.4 ......................................................................................................................27
3.4.1 ....................................................................................................................27

III


3.4.2 72 ....................................................................28
3.4.3 ...........................................................................................................29
3.4.4 ................................................................................30
3.4.5 ..................................................................................................34
3.5 ..................................................................................................................35
3.6 .............................................................................................................36
......................................................37

4.1 ..................................................................................37
4.1.1 .....................................................................................37

4.1.2 ...........................................39
4.1.3 ............................................40

4.1.4 .........................................................................41

4.2 ................................................................42
4.2.1 ..................................42

4.2.2 ......................................................................................................45
4.2.2.1 ...............................................46

4.2.2.2 .....................................................................49
4.2.2.3 .....................................................................52

4.2.3 ......................................................................56

4.2.4 ....................................................................................57
4.2.5 ....................................................................................59

4.3 ..................................................................................60
4.3.1 ....................................................................................................................61

4.3.2 ......................................................................63

4.4 ...............................................................................................................................64
...........................................................................................................65

5.1 ......................................................................................................................65
5.2 .............................................................................................................69
5.3 .........................................................................................................73
5.3.1 ......................................................................................................73
5.3.2 ......................................................................................................73
...................................................................................................................................74

IV


.........................................................................................................86
..............................................................................88
72 ..................................................................................89
..............................................................................................................................................90

V
 Content

Content

1 Introduction ......................................................................................... 1
1.1 Research Background................................................................................... 1
1.2 The Purpose and Meaning of the Research ................................................ 2

1.3 Research Framework.................................................................................... 3

1.4 Inovation ...................................................................................................... 4
1.4.1 the Inovation of Content.................................................................... 4

1.4.2 the Inovation of Method .................................................................... 4
2 Literature Review ................................................................................. 6

2.1 Keywords define............................................................................................ 6

2.1.1 Mobile Social Network ...................................................................... 6
2.1.2 Wechat................................................................................................. 7

2.1.3 Continued Used Intention and Continued Used Behavior............. 8

2.2 The Thereotical.............................................................................................. 9

2.2.1 the Uses and Gratifications ............................................................... 9

2.2.2 the Theory of Planned Behavior......................................................11

2.3 The Literature ............................................................................................. 15

2.3.1 TelephoneMobile and Interaction............................................... 15

2.3.2 WechatSmall Social Circle .......................................................... 20

2.4 Summary...................................................................................................... 22

3 Research Design .................................................................................. 23

3.1 Research Issue ............................................................................................. 23

3.2 Subjective..................................................................................................... 24
3.3 Research Method ........................................................................................ 24
3.3.1 the Grounded Theory ...................................................................... 24
3.3.2 the Development of Grounded Theory........................................... 26
3.3.3 Reasons to Choicing the Theory ..................................................... 27
3.4 Research Process ......................................................................................... 28

3.4.1 Sampling ........................................................................................... 28

3.4.2 72 Hours Tracking Form of Wechat Users .................................... 28
3.4.3 Depth Interviews .............................................................................. 29
3.4.4 AnalysisCoding and Category..................................................... 31
3.4.5 the Results of Inspection.................................................................. 34
3.5 Research Validity ........................................................................................ 35
3.6 Research Promotion.................................................................................... 36

4 Analysing the Influence Factors of continued using Behavior ..... 37

4.1 Analysis of the Continued Using Behavior ............................................... 37
4.1.1 I be most willing to let it lay ........................................................ 37

4.1.2 the Commons of the Continued Using Behavior........................... 39
4.1.3 the Differences of the Continued Using Behavior......................... 40

4.1.4 Will you Continued using?.......................................................... 41
4.2 the Influence Factors of continued using Behavior ................................. 42

4.2.1 External Factors............................................................................... 42

4.2.2 the needs and the satisfaction ......................................................... 45

4.2.2.1 Social Needs ............................................................................. 46

4.2.2.2 Information Needs .................................................................. 49

4.2.2.3 Pshchology Needs .................................................................... 52

4.2.3 Autonomy.......................................................................................... 56

4.2.4 Self Presentation and Impression Management............................ 57

4.2.5 the Ease of Use.................................................................................. 59

4.3 Strenthen and dispel of the continued using behavior............................. 60

4.3.1 Habits ................................................................................................ 61

4.3.2 Individual Differences ..................................................................... 63

4.4 Summary...................................................................................................... 64
5 Conclusion ........................................................................................... 65
5.1 Research Conclusion................................................................................... 65
5.2 Testing the Results....................................................................................... 69
5.3 the Contribution and the Limitation......................................................... 73
5.3.1 Contribution of the Research.......................................................... 73
5.3.2 Limitation of the Research.............................................................. 73

II
 Content

Reference................................................................................................. 74
Appendix..................................................................................... 86
Appendix..................................................................................... 88
Appendix..................................................................................... 89
Acknowlegement .................................................................................... 90

III


[1]

[2]

1.1

2006 Twitter
2009 8

2011 1 2014 1 Facebook

55 80% 13-17 25%

59%[3]

2014 5 8 [4]

2013 80.2%41.7%

27.4%24,.4%21.3%[5]
[6]
20 29

WechatPelton

ice ageinformationcommunication
entertainment[7]

FacebookTwitter

1.2

[8]
1.1 1.1

1.1

Geocities Q Friendster Myspace Cyworld
1995 2000 2003 2005 2006 2008

[J]..2014

[9] 2011
We Media

1.

2.

[10]

1.3

1.1

1.1:

20 29

The grounded theory

72

1.4

1.4.1

1.4.2

5
Degree papers are in the Xiamen University Electronic Theses and Dissertations Database. Full
texts are available in the following ways:
1. If your library is a CALIS member libraries, please log on http://etd.calis.edu.cn/ and submit
requests online, or consult the interlibrary loan department in your library.
2. For users of non-CALIS member libraries, please mail to etd@xmu.edu.cn for delivery details.