移动社交媒体用户信息共享持续意愿研究

Research on the Continuity of Information Sharing Desire on Mobile Social Media

[目的/意义]为探究移动社交媒体用户信息共享持续意愿,以感知价值理论、信息质量理论和沉浸理论为基础构建结构方程模型。[方法/过程]针对微信用户进行网络问卷和纸质问卷调查,共回收488份有效问卷,并采用偏最小二乘法对模型进行验证。[结果/结论]信息共享价值、信息质量和用户习惯对信息共享持续意愿具有显著的正向影响,沉浸体验对信息共享持续意愿没有影响,用户习惯对感知价值与信息共享持续意愿之间关系具有负向调节作用。

[ Purpose/significance] Drawing on the perceived value theory, information quality theory and flow theory, this study builds a structural equation model to explore information sharing continuance desire on mobile social media. [ Method/ process] The model is validated by partial least squares method through online and paper questionnaires of 488 valid responses based on the investigation of WeChat users. [ Result/conclusion] The values of information sharing, information quality and user habit are significant predictors for information sharing continuance desire. Flow experience has no effect on information sharing continuance desire. Habit has significant weakening effect on the relationship between the value of information sharing and continuance desire to share information.