社交电商平台用户互动持续使用意愿影响因素分析

Analysis on Influencing Factors of Users’ Willingness to Continue Using Social E-commerce Platform

[目的/意义]旨在为社交电商平台优化、设计用户互动功能提供参考。[方法/过程]运用期望确认模型、技术接受模型的整合模型,引入潜变量感知娱乐性,回收281份有效问卷数据,通过SPSS、AMOS软件,以结构方程法实证分析用户对社交电商平台的用户互动的持续使用意愿。[结果/结论]感知有用性、感知易用性、感知娱乐性、满意度4个因素均对用户的持续使用社交电商平台用户互动的意愿构成正向影响;期望确认度正向影响感知有用性、感知易用性;感知有用性、感知易用性、期望确认度、感知娱乐性正向影响满意度;感知易用性正向影响感知有用性。最后,提出“易用性”“有用性”“娱乐感”“情感态度”4点优化建议。

[Purpose/significance] It aims to provide a reference for the optimization of social e-commerce platforms and the design of user interaction functions. [Method/process]With the integration model of expectation confirmation model and technology acceptance model,the paper introduces latent variables to perceive entertainment,recovers 281 pieces of valid questionnaire data,and empirically analyzes users’ willingness to continuously use the user interaction of social e-commerce platform by structural equation method through SPSS and Amos software. [Result/conclusion]Four factors of perceived usefulness,perceived ease of use,perceived entertainment and satisfaction have a positive impact on users’ willingness to continuously use the social e-commerce platform;expected confirmation has a positive impact on perceived usefulness and perceived ease of use;perceived usefulness,perceived ease of use,expected confirmation and perceived entertainment have a positive impact on satisfaction;and perceived ease of use has a positive impact on perceived usefulness. Finally,the paper puts forward four optimization suggestions of “ease of use”,“usefulness”,“sense of entertainment” and “emotional attitude”.