{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,30]],"date-time":"2026-03-30T18:42:04Z","timestamp":1774896124714,"version":"3.50.1"},"reference-count":118,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,6,23]],"date-time":"2025-06-23T00:00:00Z","timestamp":1750636800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100017414","name":"Beijing Municipal Social Science Foundation","doi-asserted-by":"publisher","award":["22GLC047"],"award-info":[{"award-number":["22GLC047"]}],"id":[{"id":"10.13039\/100017414","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The rapid development of e-commerce has brought unprecedented opportunities for small and medium-sized enterprises (SMEs), particularly those in the retail sector. WeChat e-commerce, which combines the advantages of social media and e-commerce, offers SME retailers an accessible and efficient e-commerce solution. As market competition intensifies, user retention has become crucial for their success in WeChat e-commerce. This study extended the Expectation Confirmation Model (ECM) by incorporating perceived quality and privacy calculus to examine users\u2019 continuance intention towards WeChat e-commerce for SME retailers. A total of 694 valid responses were collected from users with prior experience using WeChat e-commerce offered by SME retailers, and the proposed model was validated using structural equation modeling. The results indicated that the trade-off between privacy concerns and perceived benefits significantly affected users\u2019 intention to continue using WeChat e-commerce. Moreover, the information quality and service quality dimensions were found to directly or indirectly influence this continuance intention towards WeChat e-commerce via privacy concerns, perceived benefits, and confirmation. In conclusion, this study provides insights for further research on continuance intention in WeChat e-commerce and suggestions for SMEs to formulate e-commerce strategies.<\/jats:p>","DOI":"10.3390\/jtaer20030151","type":"journal-article","created":{"date-parts":[[2025,6,23]],"date-time":"2025-06-23T09:08:44Z","timestamp":1750669724000},"page":"151","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Exploring User Retention in WeChat E-Commerce for SME Retailers: Perspective of Perceived Quality and Privacy Calculus"],"prefix":"10.3390","volume":"20","author":[{"given":"Ying","family":"Hong","sequence":"first","affiliation":[{"name":"Business School, Beijing Technology and Business University, No. 33 Fucheng Rd, Beijing 100048, China"}]},{"given":"Meng","family":"Wan","sequence":"additional","affiliation":[{"name":"Business School, Beijing Technology and Business University, No. 33 Fucheng Rd, Beijing 100048, China"}]},{"given":"Wenxin","family":"Yao","sequence":"additional","affiliation":[{"name":"International Business School, Jinan University, No. 206 Qianshan Rd, Zhuhai 519070, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,6,23]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"625","DOI":"10.1007\/s13198-021-01315-4","article-title":"The impact of digital marketing strategies on customer\u2019s buying behavior in online shopping using the rough set theory","volume":"13","author":"Forghani","year":"2022","journal-title":"Int. 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