微信持续使用意向影响因素的实证研究

Empirical Study of Influencing Factors on WeChat Continuance Intention

微信,作为一种新兴的社交媒体软件,自诞生以来广受用户青睐,但其最终的成功需要依靠用户的持续使用。本文以使用与满足理论和期望确认理论为基础,研究用户使用微信的心理机制,提出微信用户持续采纳意向模型和研究假设。研究采用实证研究方法,共回收332份有效问卷,利用Smart PLS2.0软件对研究模型进行结构方程建模。数据分析结果表明,沟通效率、娱乐性以及社交地位提升这三种正向的价值期望差异能正向影响行为态度(满意度和情感性承诺),而正向的维持人际关系的价值期望差异只能通过正向影响满意度对持续使用意向产生显著正向影响;正向的自我展示价值差异对满意度和情感性承诺均没有显著性影响。

WeChat, a popular social media app, has attracted a lot of attentions since the very beginning, but it＇ s final success depends on users＇ continuance usage. This study is based on U＆G （uses and gratifications） and ECT（expectation confirmation theory）, explore the psychological mechanism of WeChat users and propose the research model and hypotheses of WeChat continuance intention. The research model is empirically examined in the context of WeChat. A total of 332 returns were collected from an online survey, which was conducted among WeChat users, were analyzed using partial least squares （SmartPLS2.0 software）. The results reveal that WeChat users＇ continuance intention is determined by both satisfaction and affective commitment. Satisfaction and affective commitment are, in turn, influenced by positive disconfirmations of communication efficiency values, entertainment values and social enhancement values. Positive disconfirmations of maintaining interpersonal interconnectivity values only impact on satisfaction and positive disconfirmations of self-discovery values have no significant impacts on satisfaction or affective commitment.