网络社群用户持续信息共享行为影响因素研究

Research on Influencing Factors of Continuous Information Sharing Behavior of Users in Network Communities

文章基于UTAUT模型和感知价值理论,构建网络社群用户持续信息共享行为的影响因素理论模型,运用调查问卷和结构方程的实证研究方法,利用AMOS软件处理分析数据,对模型的适用性进行检验。数据分析结果显示,信息感知有用性、信息共享的社会影响对网络社群用户的信息共享态度产生正向影响,信息共享努力期望对用户的信息共享态度不产生影响;信息基础设施感知、信息共享态度对网络社群用户的持续信息共享行为产生正向影响。

The model of influencing factors on network community users’continuance information sharing behavior is established based on the UTAUT model and the theory of perceived value.Through the empirical research of questionnaire and Structural Equation Modeling(SEM),we use AMOS to conduct data analysis and the model applicability is tested.Results confirm that information perceived usefulness and social influence positively affect network community users’information sharing attitude,while effort expectancy has no impact on users’attitude.Meanwhile,information infrastructure perception and information sharing attitude have positive impact on network community users’continuance information sharing behavior.