本文選題：SNS　切入點(diǎn)：持續(xù)使用　出處：《北京郵電大學(xué)》2014年碩士論文

【摘要】：WEB2.0技術(shù)的迅速發(fā)展和廣泛普及帶動(dòng)了SNS網(wǎng)站的迅速發(fā)展。用戶的持續(xù)使用是SNS網(wǎng)站成功的關(guān)鍵。當(dāng)SNS網(wǎng)站的服務(wù)提供商更清楚的了解用戶的持續(xù)使用原因時(shí),才能提高服務(wù)質(zhì)量和競(jìng)爭(zhēng)優(yōu)勢(shì)。本文研究的目的是探索影響SNS用戶持續(xù)使用的原因,并為SNS網(wǎng)站服務(wù)提供商提出對(duì)策和建議。 本文以SNS用戶持續(xù)使用行為為研究對(duì)象,基于信息系統(tǒng)持續(xù)使用理論模型(ECM-IS)框架,針對(duì)SNS的社會(huì)特性加入了社會(huì)認(rèn)同和自我認(rèn)同以及習(xí)慣等因素,建立了SNS用戶持續(xù)使用行為研究模型。在相關(guān)文獻(xiàn)回顧的基礎(chǔ)上,通過(guò)發(fā)放電子問(wèn)卷方式進(jìn)行了數(shù)據(jù)收集,通過(guò)實(shí)證分析驗(yàn)證了本文的研究模型和假設(shè)。 本文的主要研究結(jié)論包括： (1)用戶的滿意度與SNS用戶持續(xù)意愿之間的路徑系數(shù)最高(0.571),表明滿意度能積極地影響SNS用戶的持續(xù)使用意愿。感知有用性對(duì)SNS用戶持續(xù)使用意愿沒(méi)有顯著的影響,而感知有用性對(duì)滿意度的正向影響也不是很顯著. (2)SNS網(wǎng)站中用戶的期望確認(rèn)度對(duì)用戶的滿意度和感知有用性有正向的顯著影響。其中期望確認(rèn)度對(duì)用戶滿意度的影響作用大于對(duì)感知有用行的影響。 (3)社會(huì)認(rèn)同和自我認(rèn)同通過(guò)影響滿意度來(lái)正向的影響持續(xù)使用意愿。社會(huì)認(rèn)同對(duì)滿意度的影響大于社會(huì)認(rèn)同對(duì)滿意度的影響。自我認(rèn)同對(duì)社會(huì)認(rèn)同也有積極地影響作用。 (4)SNS用戶的持續(xù)使用意向和習(xí)慣均對(duì)用戶的持續(xù)使用行為有正向影響作用。
[Abstract]:The rapid development and widespread popularity of WEB2.0 technology have led to the rapid development of SNS websites. The continuous use of users is the key to the success of SNS websites. When the service providers of SNS website have a clearer understanding of the reasons for the continued use of users, In order to improve the service quality and competitive advantage, the purpose of this paper is to explore the reasons that affect the continuous use of SNS users, and to put forward countermeasures and suggestions for SNS website service providers. Based on the information system sustainable use model (ECM-IS) framework, this paper takes SNS users' sustainable use behavior as the research object, and adds social identity, self-identity and habits to the social characteristics of SNS. Based on the review of relevant literatures, this paper collects data by issuing electronic questionnaires, and verifies the research model and hypothesis by empirical analysis. The main conclusions of this paper are as follows:. (1) the path coefficient between user satisfaction and SNS user's persistent will is the highest (0.571g), which indicates that satisfaction can positively affect SNS user's sustainable use intention, but perceived usefulness has no significant effect on SNS user's sustainable use intention. The positive effect of perceived usefulness on satisfaction is not significant. The expected confirmation degree has a positive and significant effect on user satisfaction and perceived usefulness in SNS website, and the impact of expectation confirmation on user satisfaction is greater than that on perceived useful rows. 3) Social identity and self-identity have positive influence on the willingness to use continuously by influencing satisfaction degree. The influence of social identity on satisfaction is greater than that on satisfaction degree, and self-identity has positive effect on social identity. The continuous use intention and habit of SNS users have a positive effect on the continuous use behavior of SNS users.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP393.4

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