Exploring the determinants of users' satisfaction of WeChat official accounts

Despite the growth and commercial potential of instant messaging service, little is known about what factors create users' satisfaction with a particular service application. In this context, the major contribution is to examine the sources of users' satisfaction with WeChat official account. For this purpose, combining Information System Success theory, Theory of Reasoned Action and Technology Acceptance Model, and drawing on a sample of 204 respondents, we developed Structural Equation Modeling analysis. The obtained results indicated that information quality, system quality, service quality, perceived usefulness, perceived ease of use and attitude are the effective factors which have significant impacts on users' satisfaction of WeChat official account.