社交网络高校用户参与度的影响因素研究

Factors Affecting the Participation of University Social Network Users

随着互联网进入Web2.0时代,以人人网、微博为代表的社交网络作为人们交流、娱乐的途径,受到越来越多网民的喜爱。其中,高校用户作为社交网络的积极参与者,具有重要的研究价值。但用户黏性差,流失量大的问题一直困扰着社交网络的发展。以技术接受模型(TAM)为理论基础,从高校用户参与度的三个主要的决定因素:感知有用性、感知愉悦和重合度,以及三个外部因素:信息性动机、社会交互和自我展示入手,运用结构方程模型,研究分析影响社交网络高校用户参与度的决定因素和外部因素,以及它们之间的相互关系。结果表明,"熟人网络"、信息以及自我展示对社交网络用户参与度有着重要影响。

As the Internet coming into the Web2.0 era, social network （such as Renren, Weibo）, as a way of people ’s commu-nication and entertainment, is popular with more and more Internet users. Among them, the users of colleges and universities as active participants in the social network have some important research value. But the user viscosity and loss of large users have plagued the development of social network. Based on the theory of technology acceptance model （TAM）, the three decisive factors influencing user engagement in universities are put forward, namely perceived usefulness ,perceived enjoyment and engagement factor. In addition, three external factors including the informative motivation, social interaction and showing oneself are put forward. With structural e-quation model, the decisive and external factors affecting social network user engagement in universities, as well as the relationship between them, are analyzed. The findings are that “acquaintance”network, information, and showing oneself have important effects on social networking user engagement.