The influence mechanism of social interaction on intention to continue using mobile public welfare applications

Social interaction is an important factor for many mobile applications, including mobile public welfare applications (MPWAs), to successfully attract users to keep using them. We explored the influence mechanism of social interaction on users’ continuance of usage behavior in relation to MPWAs by constructing an interaction–experience–intention influence path. A survey was designed and distributed on QQ, WeChat moments, and via WeChat groups. Using this snowball sampling method, we collected 362 completed surveys. To test the research hypotheses we used structural equation modeling and hierarchical regression analysis. The results show that social interaction affected social presence positively, and social presence had a significant influence on emotional pleasure and continued usage intention. Emotional pleasure positively affected continued usage intention. Shared vision played a moderating role in the relationship between social presence and continued usage intention. These conclusions enrich the literature on social presence and personal participation in public welfare in the context of mobile applications, and also provide some useful suggestions for MPWA managers on how to ensure continued usage.