网络用户粘性行为形成机理及实证分析

The Formation Mechanism of Internet User Stickiness Behavior & Its Empirical Analysis

文章在文献回顾的基础上,分析网络用户粘性行为产生机理,并提出网络用户粘性概念模型。运用结构方程模型,对网络用户粘性行为形成机理概念模型进行实证分析。实证结果显示,网络粘性行为是用户在持续使用基础上形成的一种伴随心理变化的过度使用行为,该种行为受到主客观等多种因素的影响。

Based on the review of the related literatures, this paper analyzes the formation mechanism of Interuet user sticki ness behavior, and proposes its conceptual model. The paper makes an empirical analysis of the model by the use of the structural e quation model. The results show that the Internet user stickiness behavior is a behavior of overuse accompanied by the psychological change and formed on the basis of user＇s continuous use of Internet. This kind of behavior is influenced by a variety of subjective and objective factors.