Drawing upon expanded innovation diffusion theory (IDT), this study investigates the social media users’ usage intention toward its innovative functions. 532 data were collected from the Chinese leading social media—WeChat. The results show that the relative advantage, ease of use, trialability, observability, subjective norm and image have positive effect on users’ usage intention. Whereas compatibility has no significant impact. Based upon these findings, we discussed the theoretical contributions and practical implication of this study.
Chen, Guijun; Luo, Chuan; and Xu, Hanyu, "Understanding Usage Intention of Social Media’s Innovative Functions: Based on Expanded Innovation Diffusion Theory" (2018). ICEB 2018 Proceedings (Guilin, China). 29.