SNS用户忠诚行为影响因素的实证研究

The Empirical Research on the Influencing Factors of SNS Users' Loyalty

社会性网络服务(Social Networking Services,简称SNS)旨在帮助用户建立社会关系网络,促进用户间的交互和知识共享,而用户对SNS的忠诚会影响用户交互和知识共享的效果,因此,对SNS用户忠诚行为的影响因素研究具有重要作用。本文以SNS网站为研究对象,在Bhattacherjee的基于ECT的IS持续使用模型(ECM-ISC)的基础上,提出了SNS用户忠诚度影响因素的理论模型,并采用问卷调查和结构方程模型进行实证研究。基于实证研究的结论,对SNS网站的建设提出相关建议。

The objective of Social Networking Services （SNS） is to help users establish their social network , facilitate their interpersonal interaction and knowledge sharing,which is impacted by users＇ loyalty. As a result, studying the factors of SNS users＇ loyalty behavior serves a vital function. With social network sites as the investigated objects,this research intro- duced the expectation-confirmation model of IS continuance （ECM-ISC） by Bhattacherjee and presented a SNS users＇ loyalty influencing factor theoretical model. A case study was also conducted by questionnaire survey and structural equation modeling （SEM） technology was employed to examine the research model. Some suggestions on SNS construction were offered accord- ing to the conclusions of the case study analysis.