There's one important difference however: in QQ Messenger you hardly find any ads!īesides the traditional IM tools, QQ Messenger also includes some not-so-common features. There are the typical contacts list – which you can organize by groups - support for voice and video chats, smileys, nudges, ability to send photos and share files (with support for pause/resume!), and other utilities we're used to finding in IM clients. The truth is that QQ Messenger is not that different from other IM clients you may have used. Understanding digital consumers’ use of QQ offers a perspective on how companies can use Chinese social media to create meaningful value through an understanding of the Chinese consumer's cultural exclusivity.With more than one billion registered accounts, QQ Messenger is now more than just a simple IM client: it's a whole social phenomenon that millions of people use on a daily basis, and an essential part of their lives. However, social capital identification directly leads to purchasing intention, which implies the economic potential of QQ's businesses model. Results from an analysis of data ( n = 216) from China reveal significant impacts of social capital identification on all virtual engagements, while they do not indicate a relationship from knowledge creating to purchasing intention.
information seeking, interaction sharing and knowledge creating, and purchasing intention). Given the embedded economic potential from QQ's popularity, this study aims to (1) to identify the dimensionality of virtual engagements, and (2) to investigate the impacts of social capital identification on the virtual engagement dimensions (i.e. Grounded in 485 million active user accounts of instant messaging (IM), QQ China features online channels which serve to generate social capital resources and accordingly encourage digital consumers’ engagement.
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