移动社交类APP用户持续使用意愿的影响因素研究.pdfVIP

Dec., 2016 2016 年口月 现代情报 Joumal of Modern Information Vol.36 No.12 第 36 卷第 12 期 ·应用研究· 移动社交类 APP 用户持续使用意愿的影晌因素研究 黄柏浙朱小栋祷 (上海理工大学管理学院，上海 2仪阴3) 〔摘 要〕本文基于 TAM 模型、网络外部性、转换障碍、感知隐私风险和信任，构建了移动社交类 APP 用户持续使用意愿 影响因素的研究模型，并以移动端微信(微博)为例进行了实证对比研究。利用结构方程模型对调查问卷数据进行分析，研究 结果表明，两者大部分假设均得到支持，满意度和信任对用户持续使周意愿有直接影响，而网络外部性和感知有用性、感知易 用性、感知娱乐性对用户持续使用意愿有间接影响，可替代平台吸引力对用户满意度与用户持续使用意愿的调节作用显著。最 后根据结论提出了相关的建议。 〔关键词〕移动社交;用户;技术接受模型;持续使用意愿; APPj 影响因素 OOI:10. 3f始9/j 巳sn.1α泡 -0821.2016.12.011 〔中图分类号) G206 [立献标识码) A [文章编号) 1∞8 - 0821 (2016) 12- ∞67 -08 A Study of Factors 00 Cootinuous Usage of SociaI Mobile APP Huang Boxi Zhu Xiaodong势 (Business School , University of Shanghai for Science Technolo町， Shanghai 200093 , China) [Abstract) By taki吨 into consideration of 耻 TAM Model , network externality ，国nsformation barriers , hesitation of pri- vacy risks and trust , this paper established a theoretica1 model for analyzing the factoIS that im严剧院知ple ∞ntinuously using thωe social mobile APP. To be more s阳面， 00由 empirical and com阻四ve study were ad刑时 in this paper upon 由e WeChat皿d Weibo. Date was analyzed with s田ctural 呵uation modeling. The results indicated mostωsumptions of both exampl臼we陀 proved to be solidly true , and peoples satis缸ction and trust toward 由e mobile APP br吨 direct influenc回 on 由由∞n由uous usage , while other factors like network externality , perceived usefulness , perceived ease ofωe and perceived e可0严nent play an indirect role. 响le moderating effect of attractiven臼s of available alternativ，白 on the relationship between gratificat