Recently, the explosive growth of mobile social media technologies has dramatically transformed individuals’ interpersonal interaction, decision-making, and daily lifestyles. The primary objectives of this current article are to investigate the possible influences of perceived values (hedonic and utilitarian) on WeChat users’ affective responses (attitude and satisfaction) and electronic word-of-mouth (eWOM) engagement. This study represents one of the few that utilized customer-perceived value theory and uses and gratifications theory to establish a conceptual framework to determine consumers’ word-of-mouth behaviors in the WeChat setting. Based on a web-based survey of 408 WeChat users, structure equation modeling was implemented to identify and confirm the hypothesized research model. Overall, the results reveal that hedonic value and utilitarian value positively and significantly impact WeChat users’ attitudes and anticipated satisfaction. Additionally, satisfaction has a significant influence on eWOM engagement. Furthermore, utilitarian value is discovered to exert a significant indirect effect through satisfaction on eWOM engagement. The obtained outcomes offer fresh insight into whether and how mobile social media could promote mobile social media users’ attitudes and gratification which subsequently would facilitate indicators of eWOM engagement in contemporary mobile-mediated context.

最近，移动社交媒体技术的爆炸性增长极大地改变了个人的人际互动，决策和日常生活方式。本文的主要目的是调查感知价值（享乐主义和功利主义）对微信用户情感反应（态度和满意度）和电子口碑（eWOM）参与的可能影响。这项研究是利用客户感知价值理论并使用满足感理论来建立确定微信环境中消费者口碑行为的概念框架的少数研究之一。基于对408个微信用户的基于网络的调查，实施了结构方程模型以识别并确认假设的研究模型。总体，结果表明，享乐价值和功利价值对微信用户的态度和预期满意度产生积极和显着的影响。此外，满意度对eWOM参与度有重要影响。此外，发现功利价值通过对eWOM参与的满意度而产生了显着的间接影响。获得的结果为移动社交媒体是否以及如何促进移动社交媒体用户的态度和满足提供了新的见解，随后将促进eWOM在当代移动媒体环境中的参与度指标。发现功利价值通过对eWOM参与的满意度产生显着的间接影响。获得的结果为移动社交媒体是否以及如何促进移动社交媒体用户的态度和满足提供了新的见解，随后将促进eWOM在当代移动媒体环境中的参与度指标。发现功利价值通过对eWOM参与的满意度产生显着的间接影响。获得的结果为移动社交媒体是否以及如何促进移动社交媒体用户的态度和满足提供了新的见解，随后将促进eWOM在当代移动媒体环境中的参与度指标。