The Research of Wechat

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DIVISION OF BUSINESS AND MANAGEMENT
Business Research Method

The Research Proposal
The determinates to intention to use Wechat

|钟成锋(10302 |
|李慈慰 |
|Terence |
|王科斯 |
|陈嘉悦 |
|廖家豪 |

Business Research Method – ECON 6

Content
1 Title and Executive Summary…………………………………………………………………… 3 1.1 Title………………………………………………………………………………………. 3 1.2 Executive Summary (Cathy 1030700020)……………………………………………….. 3 2 Introduction ………………………………………………………………………………………5 2.1 Background and motivation (Zachary 1030200149)…………………………………….. 5 2.2 Importance of DV and IV (Zachary 1030200149)……………….………………………. 6 2.3 Missing and Gap (Zachary 1030200149) …………………………………………………8 2.4 Objective of Researching Wechat (Zachary 1030200149)………………………………. 8 2.5 Literature Review …………………………………………………………………………9 2.5.1 Intention to use WeChat (Zachary 1030200149)………………………………………. 9 2.5.2 Compatibility with QQ platform (Mark 10300200070) ……………………………….11 2.5.3 Perceived usefulness (Zachary 1030200149)…………………………………………. 14 2.5.4 Complexity (Cathy 1030700020)……………………………………………………... 17 2.5.5 Desirability (Terence 1030200085)…………………………………………………… 20 2.5.6 Social norm (Coase 1030200100)…………………………………………………….. 22 2.6 Objective of Researching Wechat ……………………………………………………….26 3 Research Model and Hypothesis Development ……………………………………..………….27 3.1 Research Model (Joycelyn 1030200008) ………………………………………………..27 3.2 Variables Definition (Joycelyn 1030200008)…………………………………………… 27 3.3 Hypothesis Development……………………………………………………………….. 28 3.3.1 Compatibility with QQ (Mark 1030200070)…………………………………………. 28 3.3.2 Perceived Usefulness (Zachary 1030200149)………………………………………… 29 3.3.3 Complexity (Cathy 1030700020) ……………………………………………………...29 3.3.4 Desirability (Terence 1030200085) ……………………………………………………30 3.3.5 Social Norm (1030200100 Coase)……………………………………………………. 30 4 Methodology ………………………………………………………………………………….31 4.1 Measurement of variables ……………………………………………………………31 4.1.1 Dependent Variable (1030200100 Coase)…………………………………………….. 31 4.1.2 Independent Variable (Mark 1030200070) ……………………………………………31 4.2 Sampling Design………………………………………………………………………... 33 4.3 Hypothesis testing method (1030200100 Coase)……………………………………….. 34 4.4 Limitation (1030200100 Coase) ………………………………………………………...35 5 Data Analyze and Results ………………………………………………………………………36 5.1 Results and Assumptions of MLR (Joycelyn 1030200008)…………………………….. 36 5.2 Data Analysis (Terence 1030200085) …………………………………………………...38 5.2.1 Discussion on compatibility (Mark 10300200070) …………………………………...39 5.2.2 Discussion on Perceived Usefulness (Zachary 1030200149)………………………… 40 5.2.3 Discussion on complexity (Cathy 1030700020) ………………………………………41 5.2.4Discussion on Desirability (Terence 1030200085)……………………………………. 41 5.2.5 Discussion on social norm (Coase 1030200100)……………………………………... 42 6. Conclusion and Recommendation (Terence 1030200085)…………………...……………….. 43 6.1 Recommendations………………………………………………………………………. 43 6.2 Conclusion and Recommendations (Terence 1030200085)…………………………….. 45 Reference list…………………………………………………………………………………….. 46 Appendix …………………………………………………………………………………………52

1 Title and Executive Summary

1.1 Title
The determinates to intention to use Wechat

1.2 Executive Summary (Cathy 1030700020)
WeChat is now the hottest app in China. According to Pony Ma, who is founder and CEO of Tencent, WeChat messaging application has topped 200 million users, up 100 million from just six months ago.

This report aims to identify the influence of Network effect, Perceived Usefulness, Complexity, Desirability and Compatibility with QQ platform on users’ intention to use WeChat. In order to achieve our goal in the...
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