TY - JOUR
T1 - Why Millennials Continue to Use WhatsApp? A Focus on Culture and Computer–Human Dialogue
AU - Allil, Kamaal
AU - Faisal, Serri
AU - Zia, Adil
N1 - © 2024 Kamaal Allil et al. This is an open access article distributed under the terms of the Creative Commons Attribution License (CC BY), https://creativecommons.org/licenses/by/4.0/
PY - 2024/1/29
Y1 - 2024/1/29
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85185245142&partnerID=8YFLogxK
U2 - 10.1155/2024/8439194
DO - 10.1155/2024/8439194
M3 - Article
VL - 2024
SP - 1
EP - 17
JO - Human Behavior and Emerging Technologies
JF - Human Behavior and Emerging Technologies
M1 - 8439194
ER -