基于用户行为感知的移动社交网络信息服务持续使用意愿研究

Research on Continuance Usage Intention of Mobile Social Network Information Service Based on User Behavior Perception

[目的/意义]本文以用户行为感知视角,研究影响移动社交网络主导型用户与浏览型用户持续使用的因素,为移动社交网络信息服务提供理论基础,并为移动社交网络提供商提出参考与应用借鉴。[方法/过程]分析移动社交网络主导型用户与浏览型用户持续使用意愿影响因素,引入相关变量,构建了基于用户行为感知的移动社交网络信息服务持续使用意愿模型并提出假设,最后通过结构方程模型进行实证分析。[结果/结论]感知有用性、感知易用性、感知娱乐、感知质量等因素均显著影响主导型及浏览型两类用户;服务质量、感知风险、知识获取、个人创新、社会认可、感知信任、感知转换成本等因素对两类用户有不同程度的影响。

[Purpose/Significance]This paper discussed the factors that affected the continuous usage intention of dominant and browsing users of mobile social networks,provided a theoretical basis for mobile social network information services and reference for mobile social network providers.[Method/Process]This paper analyzed the influencing factors of the continuous usage intention of the dominant and browsing users in mobile social networks,introduced relevant variables,built the continuous usage intention model of mobile social network information service based on user behavior perception and put forward the hypothesis,and finally used the structural equation model to conduct empirical analysis.[Results/Conclusions]The results showed that perceived usefulness,perceived ease of use,perceived entertainment,perceived quality and other factors had a significant impact on dominant and browsing users of mobile social networks;quality of service,perceived risk,knowledge acquisition,personal innovation,social recognition,perceived trust,perceived transformation Costs and other factors had different degrees of impact on two types of users.