关键词: 跨渠道使用, 渠道扩展, 移动端, PC端, 感知差异, 使用情景, 感知整体性, 微信使用

Abstract: ［Purpose/Significance］This paper aims to enrich the research on users’ channel extension behavior in multi-channel environment by exploring the impact factor of users’ cross-channel usage behavior from mobile device to PC in the use of WeChat. It intends to provide reference and suggestions for relevant enterprises to make better use of the multi-channel advantages and improve their service quality.［Design/Methodology］A diary study was conducted to track 30 users’ WeChat usage through various channels within 3days. We explored the relationship between WeChat use from mobile device to PC and the usage contexts and perceived differences. We also developed a structural equation model of usage contexts, perceived differences, perceived entitativity and usage intention to explore the internal mechanism of WeChat usage extending from mobile device to PC.［Findings/Conclusion］In multi-channel environment, the cross-channel usage behavior of WeChat is significantly affected by usage contexts, perceived differences and perceived entitativity. Among them, usage contexts perform its function through perceived differences, and the effect of perceived differences is stronger than that of perceived entitativity. In addition, performance difference and hardware difference have stronger impact than the other two elements of perceived differences.［Originality/Value］This paper studies the influencial factors of WeChat usage extension from mobile device to PC both from exploratory and confirmatory perspectives, which could provide methodological reference for the further research.

Key words: Cross-channel usage, Channel extension, Mobile device, PC terminal, Perceived difference, Usage context, Perceived entitativity, Use of WeChat