概況

WeChat was first developed as an instant messaging application for mobile phones in 2011. It is most often likened to WhatsApp, Facebook Messenger, Viber, Line, etc. for their abilities to send text, image, audio messages, or even to make live audio and video chats. More features were later incorporated into the app, making it became a comprehensive platform now. Besides being an instant messager, WeChat is now a social networking app, a mobile payment app, a multipurpose platform for other mini programs, games, and more. Since launch in 2012, WeChat Official Accounts has become an interactive way for content

sharing and corporate marketing interaction. As of the end of 2017, there were over 20 million official accounts. WeChat Official Accounts help micro, small and medium-sized enterprises to improve operating efficiency and trim operational costs. Although WeChat Official Account has gained a big success in China, it is not sure whether this success can be extended beyond territories. Most research about WeChat focused on the China market. Limited studies about the overseas markets of WeChat [12] mainly focused on the demographic reports of WeChat users. This research attempted to study users’ acceptance of WeChat Official Accounts in a market outside Mainland China.