Examining wechat social commerce continuance intention and use incorporating personality traits

This paper is purported (1) to study the continuance intention toward and use of social commerce on WeChat; (2) to discover if the continuance intention toward and use of social commerce on WeChat are determined by perceived playfulness, perceived personalization, perceived socialization, and perceived trustfulness; (3) to explore if user personality traits such as extraversion, agreeableness, conscientiousness, neuroticism, and openness moderate the continuance intention and use of social commerce on WeChat. Study of this nature should contribute to the literature of social commerce, help discover critical social commerce strategies for WeChat, and help sustain stable user growth and the market share for WeChat.