Purpose

Zalo is a Vietnam social media platform attracting over 100 m users worldwide. The work aims to ascertain how to boost users' satisfaction, habit and continuance intention toward Zalo based on the expectation confirmation theory (ECT) and its extension through the impacts of expected benefits and emotional motivations.

Design/methodology/approach

Data are collected via an online survey on a convenience sample of 356 Zalo users. Statistical analysis is performed using Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) to test proposed hypotheses.

Findings

Results indicate that confirmation positively influences expected benefits (i.e. pervasiveness, socialization, and self-discovery) and satisfaction. Moreover, satisfaction and habit are jointly stimulated by expected benefits and emotional motivations. Outcomes also reveal that satisfaction is a motivator of habit, which in turn surmises evidently to continuance intention.

Practical implications

Findings assist practitioners to develop their business trajectories by improving beneficial services of Zalo and positive emotions. This fulfills user satisfaction and habit, and promotes continuance behavior accordingly.

Originality/value

Confirmation and expected benefits are acknowledged as the drivers of satisfaction, but existing literature remains inconclusive about dimensions of expected benefits influencing satisfaction and habit in social media. Furthermore, this study, by an extended ECT, explores emotional motivations for satisfaction and habit. Ultimately, habit is uncovered to foster prolonged usage.

中文翻译：

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绘制移动社交媒体应用的持续使用图：预期收益和情感动机的重要性

目的

Zalo 是一个越南社交媒体平台，在全球吸引了超过 1 亿用户。该工作旨在通过预期收益和情感动机的影响，基于期望确认理论（ECT）及其扩展，确定如何提高用户对 Zalo 的满意度、习惯和持续意图。

设计/方法/方法

数据是通过对 356 个 Zalo 用户的便利样本进行的在线调查收集的。使用统计产品和服务解决方案 (SPSS) 和矩结构分析 (AMOS) 进行统计分析，以检验提出的假设。

发现

结果表明，确认对预期收益（即普遍性、社会化和自​​我发现）和满意度有积极影响。此外，期望收益和情感动机共同激发了满意度和习惯。结果还表明，满意度是习惯的动力，而习惯又反过来明显地推测了持续的意图。

实际影响

研究结果通过改善 Zalo 的有益服务和积极情绪来帮助从业者发展他们的业务轨迹。这满足了用户的满意度和习惯，并相应地促进了持续行为。

原创性/价值

确认和预期收益被认为是满意度的驱动因素，但现有文献对于影响社交媒体满意度和习惯的预期收益维度仍然没有定论。此外，这项研究通过扩展的 ECT，探讨了满足感和习惯的情感动机。最终，习惯被发现以促进长期使用。