社会化媒体环境下用户信息搜索行为影响因素研究——基于TAM与TTF整合模型

Impacting Factors of Users' Information Seeking Behavior in the Context of Social Media:Based on TAM and TTF

社会化搜索行为是信息搜索行为研究领域中一个新的发展,而其中的社会化媒体搜索是用户接触最多的一种方式。本文在TAM模型的基础上,结合TTF模型以及用户的搜索能力和信任等因素,对社会化媒体环境下用户进行信息搜索的意愿和行为进行研究。本文采用问卷调查的方法,共收集了206份有效问卷,经过分析发现这种搜索方式的感知有用性、感知易用性以及感知趣味性对用户的搜索意愿及行为具有十分显著的正向影响,同时,用户搜索的任务特征以及平台的技术特征的匹配度对用户的行为也产生明显的影响。而用户对社会化搜索的信任程度以及个人的搜索能力通过影响感知有用性和感知易用性间接对用户行为产生正向影响。根据研究结果,文章从用户以及平台角度提出了建议,以求能推动社会化搜索的发展。

Research of social search behavior is a new field of information search behavior, and the most frequent context for users doing social search is social media. This paper studies users＇ information seeking behavior in the context of social media, combining the TAM model with the TTF model and considering users＇ trust and ability to search. Then this study conducts a questionnaire and collects 206 valid data. After analyzing these data by SmartPLS, it finds that Perceived Usefulness, Perceived Ease of Use and Perceived En- joyment have a significant positive influence on users＇ intentions to search; the fit between the search task and the technology characteristics（TTF） also affect users＇ search behavior positively. And the trust and search ability have an indirect impact on users＇ search behavior by influencing Perceived Usefulness and Perceived Ease of Use. According to the results, this paper makes some suggestions from the user and platform perspective in order to promote the development of social search.