Citation

Tian, Yang and Chan, Tak Jie and Liew, Tze Wei and Chen, Ming Hui and Liu, Huan Na (2025) Chat, Tap, Scan, Pay, and Repeat: WeChat Pay’s Continuous Usage Intention Through the S‐O‐R Model. Human Behavior and Emerging Technologies, 2025 (1). ISSN 2578-1863

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Abstract

China’s digital payment landscape is dominated by WeChat (WC), a multifunction social networking platform imbued with a third-party payment application. This study explores the factors that drive the intention to continuously use WC Pay. We propose a framework underpinned by the stimulus-organism-response (S-O-R) model to examine how WC interactivity and consumer-to-consumer interaction influence WC-enabled behavioral engagement and subsequent continuance use intention through perceived value and perceived risk dimensions. Additionally, the study examines personal innovativeness and anxiety as potential moderating factors influencing the link between WC-enabled behavioral engagement and its precursors. Data from 407 Malaysian consumers was gathered using an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM) and moderation testing. The results demonstrate that WC interactivity and consumer-to-consumer interaction indirectly enhance WC-enabled behavioral engagement and the continuance of the platform’s use intention through perceived functional and social value. The risk of information exposure does not influence WC-enabled behavioral engagement. In addition, personal innovativeness and anxiety do not serve as moderating variables in the proposed research model. This research contributes to the social media and mobile payment literature by offering a deeper understanding of the drivers and moderating factors affecting the sustained use of WC Pay in Malaysia. Insights derived from this study’s findings can inform service providers, marketers, and policymakers to craft practical strategies for bolstering WC Pay’s continuous adoption.

Item Type:	Article
Uncontrolled Keywords:	personal anxiety; personal innovativeness; social media; S-O-R model; WeChat pay
Subjects:	H Social Sciences > HG Finance > HG1710 Electronic Funds Transfers
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	05 May 2025 00:58
Last Modified:	05 May 2025 00:58
URII:	http://shdl.mmu.edu.my/id/eprint/13758

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