The WeChat public account is an important mobile Internet platform for enterprises to carry out marketing activities, such as brand image promotion, product or service display, communication and interaction with users. Based on the computer-mediated communication theory and the perceived value theory, this study conducts a questionnaire survey of 310 samples and uses structural equation modeling. The results reveal that interactivity, vitality and usefulness all have significant positive effects on users’ continuance intention. Emotion value and information value both play complete mediation effects between interactivity, vitality and users’ continuance intention. Meanwhile, emotion value and information value have mediator effect between usefulness and users’ continuance intention. Moreover, cognitive need positively moderates the correlation between interactivity, usefulness and perceived value, and negatively moderates the correlation between vitality and perceived value.