An Empirical Study on Continuance Using Intention of Mobile Social Apps

User’s continuance intention is vital to the future of mobile social apps (i.e. applications) with rapid development and intensive competitions among their providers. We draw on the theory of flow experience and switching cost to build an integrated model to explain factors influencing users’ continuance using intention. Our model is tested by survey and Structural Equation Model (SEM) in the mobile social apps context of Wechat because of its popularity. The empirical results show that: Perceived enjoyment has significant influence on flow experience, and further positively affect users’ continuance using intention; Switching costs exert significant positive effect on continuance intention; Contrary to our hypothesis, time flexibility of mobile devices has no significant influence on users’ continuance using intention towards mobile social apps. With regard to the mediating effect of flow experience, we find that it exerts partially mediating effect between perceived enjoyment and continuance using intention and exert no mediating effect between mobile time flexibility and users’ continuance using intention towards mobile social apps.