Understanding Mobile Social Media Usage: Uses and Gratification Expectancy Model

Chunmei Gan, Chee-Wee Tan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Despite the increasing popularity and growing trend of mobile social media in China, factors affecting users’ continued usage behavior remains unclear and deserves further scholarly attention. Synthesizing theories of expectation confirmation as well as uses and gratification, we advance a uses and gratification expectancy model that depicts how confirmation, perceived usability and gratification affect users’ continuance intention towards mobile social media. Empirical findings from an online survey of 247 respondents reveal that continuance intention is determined by a range of gratifications, including information sharing, media appeal and perceived enjoyment. In addition, confirmation of expectations and perceptions of usefulness gleaned through prior usage of mobile social media have significant effects on gratifications of information sharing, perceived enjoyment, social interaction, passing time and media appeal. Conversely, perceived ease of use exerts a weak impact on gratifications of media appeal and social interaction.
Original languageEnglish
Title of host publicationPACIS 2017 Proceedings
EditorsRose Alinda, Pan Shan Ling, Shamshul Bahri, Patrick Finnegan, Choon Ling Sia
Number of pages12
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2017
Article number212
Publication statusPublished - 2017
EventThe 21st Pacific Asia Conference on Information Systems. PACIS 2017 - Meritus Pelangi Beach Resort & Spa, Langkawi, Malaysia
Duration: 16 Jul 201720 Jul 2017
Conference number: 21


ConferenceThe 21st Pacific Asia Conference on Information Systems. PACIS 2017
LocationMeritus Pelangi Beach Resort & Spa
SponsorAssociation for Information Systems
Internet address


  • Mobile social media
  • Continuance intention
  • Uses and gratification
  • Expectation confirmation
  • Uses and gratification expectancy
  • WeChat

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