SNS中人际互动对用户持续使用意愿的影响研究

Effects of Interpersonal Interaction on Users’Continuance Intention in Social Networking Service

在以人际关系为基础的社会性网络服务(SNS)社区中,人际互动对用户的心理效用极大地影响了用户的持续使用意愿。本文以人际互动为视角,以SPSS17.0为分析工具,运用多元线性回归分析法进行实证研究,探讨SNS社区中人际互动对用户持续使用意愿的作用机制。数据分析结果表明,人际互动各因子通过人际互动效用影响用户的满意度,进而影响用户的持续使用意愿。其作用机理为信息获取、爽体验和归属感均正向影响用户满意度,影响信息获取的因子有社会距离、信息性互动和多人互动,影响爽体验的因子有人际关系互动、单人互动和多人互动,影响归属感的因子有心理距离、人际关系互动、单人互动和多人互动。最后根据研究结果提出了SNS社区运营管理的建议和今后发展的方向,以提升用户的持续使用意愿。

Effects of interpersonal interaction greatly influence usersj continuance intention in social networking services （SNS） which is based on interpersonal relationship. From the perspective of interpersonal interaction and using SPSS 17. 0 as the analysis tool to make an empirical research of multiple linear regression analysis, the interrelationship between interpersonal interaction and continuance intention is explored. The results show that the factors of interpersonal interaction influence users＇ satisfaction, which then influences their continuance intention. Information retrieval, flow experience and sense of belonging have positive impacts on satisfaction. The influencing factors of information retrieval are social distance, informational interaction and multi-person in- teraction. The influencing factors of flow experience are interpersonal interaction, one-on-one interaction and multi-person interaction. The influencing factors of sense of belonging are psychological distance, interpersonal interaction, one-on-one interaction and multi-person interaction. Based on the results, the management sugges- tion on SNS is presented to enhance users＇ continuance intention.