基于社会影响理论的社交网络服务持续使用机理与模型研究

发布时间：2018-04-19 09:41

本文选题：社交网络服务 + 持续使用　；参考：《哈尔滨工业大学》2016年博士论文

【摘要】：随着社交网络服务(Social Networking Services,SNS)的快速发展和日益成熟,互联网已逐渐步入社交时代。据中国互联网络信息中心统计,2015年上半年,中国使用SNS的用户人数已超过6亿,然而近几年来,SNS覆盖人数虽然有所增长,其用户粘性却持续下降。用户是SNS的使用主体,用户积极、持续的使用是SNS生存发展的前提和基本条件。因此,在SNS普及的今天,如何维持现有用户积极地使用、确保现有用户不会流失,已经成为SNS运营商和学术界共同关注的热点问题。以往学者主要根据信息技术接受和使用的研究范式,从个体效用(如感知有用性、感知易用性等)和个体认知(如期望确认程度、满意度等)对SNS用户持续使用意愿和持续使用行为进行解释。然而,SNS与传统的信息技术有所不同,SNS具有很强的社交属性。SNS的使用使得用户不再是单独的个体,用户可以通过SNS互动,形成复杂的社会网络,从而对其他用户产生直接或间接的影响。因此,从用户所处社会网络环境并受到他人的影响出发,探究用户的持续使用问题显得尤为重要。本研究考虑到SNS的社交属性,基于社会影响理论,以SNS用户为研究对象,通过实证研究和建模仿真,分别从个体层面的静态影响路径和群体层面的动态影响过程两方面,系统地探讨了SNS用户持续使用问题。首先,本研究界定了SNS的概念,归纳了SNS的特征和使用主体,阐述了SNS用户持续使用意愿与持续使用行为的联系,并从社会影响的动态过程和社会影响的静态维度两个方面探讨了社会影响理论。更进一步,分析了社会影响静态维度与SNS用户个体持续使用意愿之间的关系机理,以及社会影响动态过程与SNS用户群体持续使用行为之间的关系机理,为深入研究社会影响对SNS持续使用的影响机理和模型奠定了理论基础。其次,从社会影响静态维度出发,实证研究用户个体持续使用意愿。分析了社会影响各维度,即主观规范、社会认同和同伴效应对SNS用户个体持续使用意愿的影响机理,通过问卷调查获得429份有效问卷数据,并采用多元线性回归分析,运用SPSS18.0软件对数据进行实证检验,得出主观规范、社会认同和同伴效应对持续使用意愿均有显著的正向影响。然后,分析了主观规范、社会认同、同伴效应对社交助力和社交过载的影响机理,以及社交助力和社交过载对SNS用户个体持续使用意愿的影响机理,构建了社交助力和社交过载在社会影响维度与持续使用意愿之间的中介作用模型。通过在线问卷调查获得数据,采取结构方程模型中的偏最小二乘方法,运用Smart PLS3.0软件对测量模型和结构模型进行了实证检验。研究结果表明,社交助力和社交过载均对SNS用户个体持续使用意愿具有重要的影响作用,并且在社会影响维度与SNS用户个体持续使用意愿之间扮演了部分中介作用。此外,还分析了用户自身的观点采择差异对社会影响维度与SNS用户个体持续使用意愿关系的调节作用机理,构建了观点采择在社会影响维度与SNS用户个体持续使用意愿之间的调节作用模型。基于286份有效样本数据,利用检验交互项的显著性,以及计算调节效应模型与主效应模型的方差解释比例两种方法,对调节作用进行了实证检验。在此基础上,将观点采择分为两组,分别检验了用户在高观点采择能力和低观点采择能力情况下,主观规范、社会认同和同伴效应对其持续使用意愿的影响。研究结果显示,观点采择在社会影响维度对持续使用意愿的影响中起到了重要的调节作用。最后,从社会影响的动态过程出发,研究SNS用户群体持续使用行为。将SNS用户受到社会影响的过程类比为病毒的传染过程,运用病毒动力学模型作为技术手段进行类比建模,构建了SNS用户群体持续使用行为的社会影响过程模型,并分析了模型的性质。再运用MATLAB软件进行数值仿真,并对仿真结果加以讨论,得出当注册用户量的增长比例越大,注册用户与用户生成内容(User Generated Content,UGC)的平均接触比例越大,以及注册用户感知社交指数越大时,持续使用用户数量也越大;而用户在短期内转化成为持续使用用户所花费时间的长短只会影响持续使用用户数量达到均衡的时间,不会影响持续使用用户达到均衡的数量。本研究主要基于社会影响理论,剖析了社会影响维度对SNS用户个体持续使用意愿的影响路径和作用机理,揭示了在相同或类似社交环境下的用户为什么会表现出对SNS持续使用意愿的个体差异。同时,剖析了SNS用户群体持续使用行为的社会影响动态过程,揭示了SNS用户群体持续使用行为的变化规律。研究结果丰富了社会影响理论以及现有SNS持续使用领域的研究,可以帮助SNS运营商有效地吸引与保留用户资源,为SNS运营商提供经验依据和实践策略。
[Abstract]:Along with the social networking service (Social Networking, Services, SNS) the rapid development and increasingly mature, the Internet has gradually entered the era of social networking. According to Chinese Internet Network Information Center statistics, the first half of 2015, the number of users China SNS has more than 600 million, but in recent years, although the number of SNS coverage increased, but its user stickiness continued to decline. The user is using the SNS main users actively, continuous use is the premise and the basic condition for the survival and development of SNS. Therefore, SNS in popularity today, how to maintain the existing users actively use, to ensure that existing users will not be lost, has become a hot issue of common concern of SNS operators and previous academic circles. The scholars mainly according to the information technology acceptance and use of the research paradigm, from the individual utility (such as perceived usefulness, perceived ease of use, etc.) and cognitive (as expected that degree of satisfaction) of SN S users' continuance intention and continuous behavior was explained. However, SNS is different with the traditional information technology, the use of SNS has a strong social attributes of.SNS so that the user is no longer a single individual, the user can through the SNS interaction, the formation of complex social networks, resulting in direct or indirect effects on other users therefore, from the user environment and social network influenced by others of the continued use of problem inquiry user is particularly important. This study takes into consideration the social attribute of SNS, based on social influence theory, to SNS users as the research object, through empirical research and simulation, respectively from the two aspects of static effects of individual level the dynamic effect of path and group level process, systematically discusses the SNS users to continue to use the problem. Firstly, this study defines the concept of SNS, summarizes the characteristics of SNS and use the body SNS, describes the users' continuance intention and continuous behavior, two aspects of static and dynamic process of the social dimension and the influence of social influence on social influence theory. Further, analysis of the social dimension and individual effects of static SNS users continue to use the mechanism of relationship between willingness, and social influence and dynamic process SNS users continue to use the mechanism of relationship between acts, for further research on social influence has laid a theoretical foundation on the effects of using continuous SNS model and mechanism. Secondly, from the social effects of static dimensions, empirical research on individual user continuance intention. Analysis of the dimensions of social influence, namely subjective norms, social identity and peer influence mechanism the effect of SNS on individual users continuanceintention, 429 valid questionnaires were obtained through a questionnaire survey, and using multiple linear regression analysis, Using SPSS18.0 software for data analysis, the subjective norms, social identity and peer effects on continuance intention have significant positive effects. Then, analyzes the subjective norms, social identity, the influence mechanism of peer effect on social power and social overload, and social power and social SNS overload on individual users continuanceintention the mechanism, construction of social power and social overload mediated the relationship between social influence dimension and continuance intention model. The data were obtained through the online questionnaire, adopt partial least squares method in Fang Chengmo type structure, the use of empirical test on the measurement model and structural model of Smart PLS3.0 software. The results show that plays an important role the social power and social overload of SNS individual users continuanceintention, and social influence in dimension and SNS Individual continuance intention between plays a mediating role. In addition, also analyzed the regulation mechanism of SNS dimension and the influence of individual differences in user perspective taking user's continuanceintention to social relations, construct the perspective taking in social impact factors and SNS users continue to use the individual role model between the 286 will. The effective sample data based on the use of the significant interaction, and calculating the variance regulation effect model and main effect model to explain the proportion of the two kinds of methods to carry on the empirical test regulation. On this basis, the perspective taking were divided into two groups, were tested in the high user perspective taking ability and low perspective taking ability, subjective norms, social identity and peer influence effect on continuance intention. The results of the study showed that perspective taking in social impact dimensions to keep With the intention to play an important role. Finally, starting from the dynamic process of social influence, the research groups of SNS users continue to use the behavior. SNS users will be social influence process analogous to the infection process of the virus, the virus dynamics model as a technical means of analogy modeling, constructs the social influence process model SNS users continue to use behavior, and analyzes the properties of the model. Then use MATLAB software for numerical simulation, and the simulation results are discussed, when the amount of registered users of the growth and the greater the proportion of registered users and user generated content (User Generated, Content, UGC) the average contact ratio is greater, and the registered users perceived social index is large, the number of users continue to use more; in the short term and the user into users continue to use the length of time spent will only affect the sustained The use of the number of users reached equilibrium time, does not affect the continued use of the number of users reached equilibrium. This research is mainly based on social influence theory, analyzes the social influence of the dimensions of SNS users will continue to use the individual path and mechanism, revealed in the same or similar social environment will show the user why the individual differences of SNS continuanceintention. At the same time, analyzes the social impact of the dynamic process of SNS user groups continued to use behavior, reveals the regularity of SNS user groups continued to use behavior. The results enrich the theory and effect of the existing SNS in the field of sustainable use of society, can help SNS operators to effectively attract and retain users of resources, provide on the basis of experience and practical strategies for SNS operators.

【学位授予单位】：哈尔滨工业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：C912.3

【参考文献】