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Understanding WeChat User's Intention to Use Various Functions: from Social Cognitive Perspective

Based upon social cognitive theory, this study explores the effect of personal and environment factors on Wechat user’s continuous intention to use various functions. Online survey is used to collect data from the WeChat users. The results confirms that some personal factors (relationship benefit and performance benefit) have a positive effect on intention to use, while image does not have significant effect. Besides, three social environmental factors, the popularity of WeChat, subjective norm and company guarantee, all have significant impacts. Furthermore, we find that environmental factors’ effects are stronger than personal factors. Finally, we propose our theoretical and practical implications according to the findings of this study.