中国台湾青年持续使用祖国内地社交媒体的影响因素研究——基于“小红书”的实证分析

The Infuencing Factors of Taiwan region Youth's Continuous Use of Mainland Social Media-Evidence from Xiaohongshu

分析中国中国台湾青年对小红书的持续使用行为有助于祖国内地社交媒体获得台湾地区市场认可,能扩大两岸共同话语空间,促进民心相通。本文基于信息系统成功模型,结合中介和调节变量,通过问卷研究了中国台湾青年对小红书的态度。结果表明,小红书系统、信息和服务质量的成功增强了中国台湾青年用户的满意度,促进持续使用。对祖国内地应用的担忧会影响台湾地区用户的满意度,替代品的竞争会影响持续使用意愿。针对中国台湾青年,优化功能是提高用户粘性的关键;加强对系统安全、数据和隐私的解释可缓解其担忧;生活化的内容风格是提升竞争力的重要策略。

Analyzing the persistent use behavior of Taiwan region youth towards Xiaohongshu can help more mainland social media gain favor with Taiwan region youth,expand the common discourse space across the Taiwan Strait,and promote cross-strait people-to-people communication.Based on the information system success model,the article integrated mediating and moderating variables,and used a questionnaire to investigate Taiwan youth's perception of Xiaohongshu.The results show that the success of Xiaohongshu's system,information,and service quality has led to the satisfaction of young Taiwan region users with the Xiaohongshu system,which in turn has led to its continued use.Concerns about Xiaohongshu as a mainland application affect Taiwan users'satisfaction,and competition from substitutes in the market affects users'willingness to continue using it.For Taiwan users,optimizing the functionality is fundamental for mainland media to increase user stickiness;at the same time,strengthening the explanation of system security,data and privacy can alleviate their concerns;and maintaining a unique living style is the key to stand out from the competition in the market.