我国科普网站用户使用意愿的理论模型建构

Constructing Theoretical Model on Users′Continuance Intention to Chinese Science Website

本研究采用定量和定性结合的方法,运用产品消费学和信息系统的基本理论,构建出我国科普网站用户持续使用意愿影响因素的理论模型。研究共发放问卷1100份,回收739份,获得有效问卷642份。通过检验发现:科普网站用户的持续使用意愿受用户感知娱乐、感知有用性、满意度、感知易用性、感知成本和感知信任的直接影响,同时习惯对用户使用意愿的调节效应不显著。故提出对策建议:注重科普和用户娱乐性的合理结合;推动适合互联网时代的"众创、靠谱、众享"的科普生态圈建设;构建不同需求层次用户的智能和定向推送,提高信息到达率和准确率等。

In this study, we used quantitative and qualitative research methods to combine the basic theory of product consumption and information system to construct the theoretical model of the influencing factors of the users＇ continuance intention for science website in China. 1,100 questionnaires were distributed and 739% were collected. The recovery rate was 67.2%, 642 questionnaires were valid so the questionnaire efficiency was 86. 9%. Through the examination of model, it was found that the users were effected by perceived usefulness, satisfaction, perceived ease of use, perceived cost and perceived trust while using science websites; also habit has limited effect over continuance intention. Therefore, this study suggests that it is necessary to reasonably combine science popularization and user entertainment, to construct a ＂crowd innovation, reliability, crowd enjoyment＂ science popularization ecosphere in the Internet era, to target for different needs for more accurate smart push and directional push, and to improve the arrival rate accuracy of information etc.