Resumen

MECINAS-CANTOS, Rocío; MARTINEZ-RUIZ, María Pilar  y  GONZALEZ-GONZALEZ, Inés. Variables affecting WeChat loyalty in the business environment: time and cost reduction. Retos [online]. 2025, vol.15, n.29, pp.87-100. ISSN 1390-8618.  https://doi.org/10.17163/ret.n29.2025.05.

this work analyzes the effect of the functional value of WeChat (considering both time and cost reduction as such value) on the attitudinal and behavioral loyalty of Chinese entrepreneurs residing in Spain. To this end, the methodology combines a qualitative and quantitative approach, first conducting in-depth interviews with ten business owners of Chinese nationality residing in Spain, which then allowed for surveys to be conducted with a sample of these individuals. The results obtained through descriptive statistics and regression models have shown the key influence of the functional value of this social network (especially that derived from cost reduction) on the attitudinal and behavioral loyalty of these entrepreneurs. The findings have led to several recommendations for management.

Palabras clave : WeChat; functional value; attitudinal loyalty; behavioral loyalty; WeChat; Chinese residents in Spain; Chinese entrepreneurs..

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