Why Millennials Continue to Use WhatsApp? A Focus on Culture and Computer–Human Dialogue

Dados Bibliográficos

ID23039585
AutoresKamaal Allil (0000-0001-5466-6519, University of Hertfordshire, autor correspondente), Serri Faisal (0000-0001-7371-9516, Phoenix College), Adil Zia (0000-0002-3322-3310, University of Business and Technology)
EditoresMirko Duradoni (0000-0001-8272-9484)
Ano2024
Volume2024
Páginas1-17
Data de publicação2024-01-29
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoHuman Behavior and Emerging Technologies (JOURNAL)
Identificadores do periódicoISSN: 2578-1863 • E-ISSN: 2578-1863
EditoraWiley (PUBLISHER • GB)
DOI10.1155/2024/8439194
OpenAlexW4391305738
IdiomaEN
Citações recebidas2
Referências citadas90

Continuous usage behavior among millennials is crucial, yet factors influencing this behavior are not well understood. This study integrates human-computer interaction and marketing research to investigate the relationship between persuasive dialogue support (PDS), attitudinal loyalty (AL), and continuous-use intention (CI) in the context of WhatsApp. The study also examines the moderating role of four cultural dimensions: uncertainty avoidance (UA), power distance (PD), masculinity (MAS), and individualism (IND) in these relationships. Data was collected from 287 WhatsApp users in four countries, and the proposed theoretical model was tested using structural equation modelling (SEM-PLS). The results indicate that PDS has a direct positive impact on AL, which in turn leads to CI. The study also found that cultural differences can moderate the relationship between PDS and AL and between AL and CI. Therefore, app developers need to consider cultural differences when designing their products and implement persuasive design aspects to boost user loyalty and intention to use. To ensure optimal app performance in diverse cultural settings, developers should strike an appropriate balance between universal design principles and culturally sensitive adaptation. However, the study’s limitations, such as reliance on self-reported data and a relatively small sample size, suggest the need for future research to expand its scope to include participants from a broader range of cultural backgrounds.

Advertising · Business · Focus (optics) · Internet privacy · Media studies · Sociology · Computer Science · Digital Marketing and Social Media · Knowledge Management and Sharing · Psychology · Technology Adoption and User Behaviour