移动社交软件用户使用意愿影响因素研究

Influence Factors of Intention of Mobile Social Software Users

基于技术接受模型,构建了移动社交软件用户使用意愿影响因素分析模型,运用结构方程模型进行了实证研究。研究结果表明:感知有用性受好奇心、网络外部性和社会规范的显著影响,且网络外部性的影响程度最大;感知易用性受好奇心、人际交往、网络外部性和社会规范的显著影响,且社会规范的影响程度最大;感知有用性和感知易用性会显著影响移动社交软件用户的使用意愿。最后根据分析结果,提出了有针对性的营销建议。

Based on the technology acceptance model, the analysis model of usage intention of mobile social software users is constructed, and the structural equation model is used to perform the empirical research. The results of the study show that the perceived usefulness is influenced by curiosity, network externality and social norms,and the influence from network externality is greatest; the perceived usability is influenced by curiosity, interpersonal communication, network externality and social norms, and the influence from social norms is greatest; the perceived usefulness and usability can greatly influence the usage intention of mobile social software users. At last, the marketing suggestions are proposed.