| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 105 === This study focused on WeChat user in China area to discuss the relationship between brand image, service quality, technology acceptance, customers’ satisfaction, and customers’ loyalty of the mobile instant messaging-WeChat. And this study proposed marketing strategy to WeChat based on the result of quantitative analysis and qualitative interview.
Starting at quantitative questionnaire which aimed at WeChat user in China, there 499 valid questionnaires were collected for data analysis and hypothesis verification. The quantitative data analysis includes descriptive statistics, factor analysis, reliability analysis, Pearson product-moment correlation coefficient, regression analysis, and ANOVA. Besides, according to the results and findings of quantitative analysis, this study applied in-depth interview which is a qualitative research method to supplement the shortage of quantitative analysis. The study interviewed 7 WeChat users one on one to understand their opinions.
The result showed that users agreed WeChat with WeChat Pay and attached functions as well as message tools, but they did not agree with withdrawal charge, system stability, and reactivity of customer service. Additionally, brand image, service quality, and technology acceptance possessed positive significant effect for customers’ satisfaction and customers’ loyalty individually. Among the effect level of them, technology acceptance took the first place,brand image came second, and followed by service quality. Customers’ satisfaction also possessed positive significant effect for customers’ loyalty. Furthermore, the research result reveals that monthly income, identity and usage frequency of user existed deviation to the research factors, but users with different gender not showed obvious difference.
Integrating the consequence of quantitative statistics and qualitative interview, this study suggests that: improving system stability and reactivity of customer service not only contributes to increase customer’s satisfaction and loyalty, but enhances service quality and brand image effectively.
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