SNS用户持续使用行为的影响因素及实证研究

发布时间：2018-03-25 13:01

本文选题：SNS　切入点：持续使用　出处：《北京邮电大学》2014年硕士论文

【摘要】：WEB2.0技术的迅速发展和广泛普及带动了SNS网站的迅速发展。用户的持续使用是SNS网站成功的关键。当SNS网站的服务提供商更清楚的了解用户的持续使用原因时,才能提高服务质量和竞争优势。本文研究的目的是探索影响SNS用户持续使用的原因,并为SNS网站服务提供商提出对策和建议。本文以SNS用户持续使用行为为研究对象,基于信息系统持续使用理论模型(ECM-IS)框架,针对SNS的社会特性加入了社会认同和自我认同以及习惯等因素,建立了SNS用户持续使用行为研究模型。在相关文献回顾的基础上,通过发放电子问卷方式进行了数据收集,通过实证分析验证了本文的研究模型和假设。本文的主要研究结论包括： (1)用户的满意度与SNS用户持续意愿之间的路径系数最高(0.571),表明满意度能积极地影响SNS用户的持续使用意愿。感知有用性对SNS用户持续使用意愿没有显著的影响,而感知有用性对满意度的正向影响也不是很显著. (2)SNS网站中用户的期望确认度对用户的满意度和感知有用性有正向的显著影响。其中期望确认度对用户满意度的影响作用大于对感知有用行的影响。 (3)社会认同和自我认同通过影响满意度来正向的影响持续使用意愿。社会认同对满意度的影响大于社会认同对满意度的影响。自我认同对社会认同也有积极地影响作用。 (4)SNS用户的持续使用意向和习惯均对用户的持续使用行为有正向影响作用。
[Abstract]:The rapid development and widespread popularity of WEB2.0 technology have led to the rapid development of SNS websites. The continuous use of users is the key to the success of SNS websites. When the service providers of SNS website have a clearer understanding of the reasons for the continued use of users, In order to improve the service quality and competitive advantage, the purpose of this paper is to explore the reasons that affect the continuous use of SNS users, and to put forward countermeasures and suggestions for SNS website service providers. Based on the information system sustainable use model (ECM-IS) framework, this paper takes SNS users' sustainable use behavior as the research object, and adds social identity, self-identity and habits to the social characteristics of SNS. Based on the review of relevant literatures, this paper collects data by issuing electronic questionnaires, and verifies the research model and hypothesis by empirical analysis. The main conclusions of this paper are as follows:. (1) the path coefficient between user satisfaction and SNS user's persistent will is the highest (0.571g), which indicates that satisfaction can positively affect SNS user's sustainable use intention, but perceived usefulness has no significant effect on SNS user's sustainable use intention. The positive effect of perceived usefulness on satisfaction is not significant. The expected confirmation degree has a positive and significant effect on user satisfaction and perceived usefulness in SNS website, and the impact of expectation confirmation on user satisfaction is greater than that on perceived useful rows. 3) Social identity and self-identity have positive influence on the willingness to use continuously by influencing satisfaction degree. The influence of social identity on satisfaction is greater than that on satisfaction degree, and self-identity has positive effect on social identity. The continuous use intention and habit of SNS users have a positive effect on the continuous use behavior of SNS users.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.4

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