The Impact of Wechat Red Packet Feature at Achieving Users Satisfaction and Loyalty: Wechat Users in China

WeChat has become an essential social media platform in China. This research investigates the importance of the WeChat Red packet as a motivator at achieving user’s satisfaction and loyalty in China. To investigate its impact, and factors that attribute to its popularity and acceptability, we extended technology acceptance model (TAM), in addition to the main model factors, “perceived usefulness and perceived ease of use” our proposed model include, perceived trust, perceived security, and perceived entertainment. The questionnaire was designed, and SPSS was used for the analysis. The research results provide insight into how WeChat Red Packet can motivate users and build their satisfaction to improve their loyalty which in turn increases WeChat users’. These results have future implication and practice for research.