The utilitarian and hedonic value of immersive experiences on WeChat: examining a dual mediation path leading to users' stickiness and the role of social norms

Abstract

Purpose – An integrative model that predicts users’ stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users’ immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi- dimensional construct made up of spatial feelings and the sense of being in company, and users’ engagement is conceived as cognitive, affective and behavioural contributions to WeChat’s marketing functions. Design/methodology/approach – The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs. Findings – The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users’ engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness. Originality/value – Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users’ engagement and stickiness.