基于SEM与ANN混合方法的社交问答平台用户转移行为

Social Q&A Platform Users'Switching Behaviour Based on a Mixed Method of SEM and ANN

社交问答平台得到了用户的广泛使用,但由于各平台的功能类似,用户转移起来较为容易,这将导致用户流失。基于PPM模型,研究社交问答平台用户转移行为。采集447份有效数据,采用SEM(结构方程模型)与ANN(人工神经网络)混合方法进行分析。结果发现:推力因素(不满意度、厌倦性)和拉力因素(内容质量、用户体验)正向影响用户的转移意向,锚定因素(转移成本)负向影响转移意向,且负向调节推力因素和拉力因素的作用。ANN结果显示:不满意度是影响转移意向的最重要因素。因此,社交问答平台需要提高内容质量,改善用户体验,降低用户的不满意度和厌倦性,从而防止用户的转移行为,实现用户保持。

Social question-and-answer(Q&A)platforms have been widely used by users.But these platforms have similar functions so users can easily switch to another,which may lead to the loss of users.Based on the PPM model,users'switching behavior on social Q&A platforms is studied by collecting 447 valid responses and adopting a mixed method of SEM and ANN for data analysis.The results indicate that both push factors(dissatisfaction and fatigue)and pull factors(content quality and user experience)positively influence switching intention,the mooring factor(switching cost)negatively influences switching intention and negatively moderates the effect of both push factors and pull factors.ANN results reveal that dissatisfaction is the most important factor affecting switching intention,which implies that social Q&.A platforms should improve content quality,enhance user experience,reduce user dissatisfaction and fatigue in order to prevent users'switching behaviour and achieve user retention.