Open Access

Instant messaging continuance: A media choice theory perspective

Frontiers of Business Research in ChinaSelected Publications from Chinese Universities20115:144

Received: 16 September 2010

Published: 18 November 2011


Instant Messaging (IM) has become one of the most popular applications for many Internet users. While prior research has primarily focused on IM initial adoption, continued usage (or continuance) has not drawn much attention. This research integrates media choice theories with motivation theory to explain IM continuance. It tests the proposed model using data collected from a sample of 207 Chinese university students via an online survey. Results indicate that perceived enjoyment, perceived critical mass are key to IM continuance intention. Perceived social presence and perceived critical mass are positively associated with perceived enjoyment. We also find that perceived social presence, perceived media richness and perceived enjoyment have significant effects on perceived usefulness.


instant messaging (IM) continuance intention perceived media richness perceived social presence motivation