社交媒体用户转移行为影响因素模型及实证研究

Influencing Factors and Empirical Study on Social Media Users’ Switching Behavior

[目的／意义]探究社交媒体用户转移行为的影响因素，拓宽社交媒体用户行为的研究范围，以期为相关理论研究提供参考，并对社交媒体运营商提高服务质量、增加用户粘性提供借鉴。[方法／过程]基于期望确认理论、沉浸理论以及信息系统成功模型构建理论模型，重点关注社交媒体系统质量、信息质量、服务质量、沉浸体验以及用户社交媒体使用满意度是否会以及会在多大程度上影响用户转移行为。通过问卷调查法获得数据，利用SPSS和AMOS分析软件进行数据的分析和假设的验证。[结果／结论]通过分析可知社交媒体系统质量、信息质量、服务质量以及沉浸体验对用户满意度具有正向影响，而用户满意度负向影响转移行为。

[ Purpose/significance ] This paper explored the influencing factors of social media users＇ switching be- havior tobroaden the scope of social media user behavior research, with a view to provide reference for the relevant theoret- ical research, and provide reference for social media operators to improve service quality and increase user stickiness. [ Method/process ] Building theoretical models based on Expectation-Confirmation Theory, Flow Theory, and IS Success Model, with a focus on social media system quality, information quality, service quality, flow experience, and users＇ sat- isfaction with social media usage, and to what extent users＇ switchingbehavior will be affected. Data were obtained by questionnaire, SPSS and AMOS analysis software were used to analyze the data and verify the hypothesis. [ Result/conclusion ] The data results showed that social media system quality, information quality, service quality and flow experience have a positive impact on users＇ satisfaction, while users＇ satisfaction negatively affects the switching behavior.