社交媒体视角的用户持续碎片化阅读意愿:基于ECM-ISC和主观规范的实证

Users'Intention to Continue Fragmented Reading from the Perspective of Social Media:An Empirical Study Based on ECM-ISC and Subjective Norm

以ECM-ISC模型为核心,引入TRA理论中的主观规范变量,构造社交媒体视角的用户持续碎片化阅读意愿模型,以问卷调查的形式收集数据,并借助结构方程模型方法实施数据的分析和讨论。研究结果表明:期望确认显著正向影响感知有用性和满意感;感知有用性显著正向影响满意感和持续碎片化阅读意愿;满意感显著正向影响持续碎片化阅读意愿;主观规范显著正向影响持续碎片化阅读意愿。

Based on the ECM-ISC and the subjective norm which is from the theory of TRA,this paper constructs a model to explain users'intention of continuing fragmented reading from the perspective of social media.Then it uses a questionnaire to collect data,and implements data analysis and discussion by means of the SEM.The research results show that the expectation confirmation has a significant and positive effect on the perceived usefulness and the satisfaction;the perceived usefulness has a significant and positive effect on the satisfaction and the continuance intention of fragmented reading;the satisfaction has a significant and positive effect on the continuance intention of fragmented reading;and the subjective norm has a significant and positive effect on the continuance intention of fragmented reading.