SNS社交网络个人用户持续使用行为的影响因素研究.pdfVIP

噩噩圄噩噩睡 .精华 2013 年4 月·第 27 卷·第 4 期(总第 1 创期) SNS 社交网络个人用户 持续使用行为的影响因素研究 刘人境，柴蜻 (西安交通大学管理学院，西安 71 ∞49) 摘要:以 SNS 社交网络个人用户持续使用行为为研究对象，以信息系统持续使用理论为参考框架，整合计划行为理论，针 对 SNS 的特点引人感知娱乐、感知信任及习惯，建立研究模型进行实证研究。研究结果表明:信息系统持续使用理论在 SNS 情境下有良好的适用性:主观规范和感知行为控制对用户的使用意向和实际使用行为影响显著;感知娱乐对满意度 和持续使用意向影响显著;习惯对实际使用行为的影响及对持续使用意向和行为之间的调节效应显著。 关键词:信息系统持续使用模型:计划行为理论;感知娱乐;感知信任;习惯 中图分类号 :C93 1. 6 文献标识码 :A 文章编号 :1 ∞ 1 -8409(2013)04 -0132-04 An EmplrJcal Study on Factors AffectJng IndlvJdual User s ContJnued Usage Beha创or of The SocJal Networlc ServJce LIU Ren-jing ,CHAI jing (Sc如ο，l 01 MaTI?gemeru , Xìan Júw阳尊 University ， Xzàn 71 ∞49) Ab!此ract: 币l? s paper ， bωed on the framework of the IS Continuous Usage Model and the Theory of Planned Behavior , pro? poses a new model of deternl?nants of users continued usage behavior of Social Network Service ( SNS). And considering the characteristics of SNS , it introduces perceived playfulness and perceived trustωendogenous variables , habit as adjust? ment variable into the model. The main conclusions are listed: 币le IS Continuous Usage Model can weII explain user s con? tinued usage behavior of SNS; subjective norm and perceived behavioral control positively influence user s continued usage behavior of SNS; perceived playfulness has a positive effect on user s satisfaction and continued usage intention; user s habit positively influences u盹r s continued usage behavior , and it plays a moderating role in the relation of continued u随ge intention and behavior. Key words: IS con