移动社交类APP用户持续使用意愿的影响因素研究

A Study of Factors on Continuous Usage of Social Mobile APP

本文基于TAM模型、网络外部性、转换障碍、感知隐私风险和信任,构建了移动社交类APP用户持续使用意愿影响因素的研究模型,并以移动端微信(微博)为例进行了实证对比研究。利用结构方程模型对调查问卷数据进行分析,研究结果表明,两者大部分假设均得到支持,满意度和信任对用户持续使用意愿有直接影响,而网络外部性和感知有用性、感知易用性、感知娱乐性对用户持续使用意愿有间接影响,可替代平台吸引力对用户满意度与用户持续使用意愿的调节作用显著。最后根据结论提出了相关的建议。

By taking into consideration of the TAM Model,network externality,transformation barriers,hesitation of privacy risks and trust,this paper established a theoretical model for analyzing the factors that impact people continuously using those social mobile APP. To be more specific,both empirical and comparative study were adopted in this paper upon the WeChat and Weibo. Date was analyzed with structural equation modeling. The results indicated most assumptions of both examples were proved to be solidly true,and people＇s satisfaction and trust toward the mobile APP bring direct influences on their continuous usage,while other factors like network externality,perceived usefulness,perceived ease of use and perceived enjoyment play an indirect role. The moderating effect of attractiveness of available alternatives on the relationship between gratifications and continuance intention is significant. Finally,some suggestions were put forward based on the conclusions.