Improving the user satisfaction of WeChat official accounts for overseas Chinese through Kano model

Abstract

In the era of rapid technological advancement and widespread internet use, the influence of new media, particularly WeChat Official Accounts (OAs), has become pivotal in information dissemination. This study explores the dynamics of overseas Chinese WeChat OAs, focusing on user preferences and satisfaction. Employing the Information System Success Model and the Kano Model, the research analyzes information, system, and service quality along with user satisfaction and usage intentions. The hypothesis testing reveals that information and service quality significantly impact user satisfaction and usage intentions. User satisfaction, in turn, positively influences usage intentions, aligning with established models such as the "Customer Satisfaction-Loyalty Chain Model" and the "Expectation Confirmation Theory." However, the relationship between system quality and usage intentions is nuanced, emphasizing the multifaceted nature of user decision-making. The study suggests that while system quality directly impacts user satisfaction, its influence on usage intentions is mediated by factors like perceived utility and external circumstances. The Kano Model categorizes user requirements, revealing that features like travel information are one-dimensional requirements crucial for user satisfaction, while others fall into attractive or indifferent categories. This insight provides strategic guidance for WeChat OA operators, emphasizing the importance of prioritizing certain features to enhance user satisfaction and loyalty.

The research acknowledges limitations, including sample constraints and the potential bias of data collection methods. Future studies are encouraged to expand the sample range, employ diverse research methods, and delve into detailed quality dimension measurements using tools like SERVQUAL. In conclusion, this study contributes to the understanding of user dynamics in overseas Chinese WeChat OAs, offering valuable insights and strategic recommendations for their sustainable development in a competitive market.