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论文编号：	8533
作者编号：	2120140191
上传时间：	2016/6/17 10:39:28
中文题目：	移动社交网络用户持续使用意愿的影响因素研究
英文题目：	Study on the Influencing Factors of Users'' Intention to Continue Use the Mobile Social Network
指导老师：	李凯
中文关键字：	移动社交网络;持续使用意愿;影响因素
英文关键字：	Mobile social network; Intention to continue use; Influencing factors
中文摘要：	移动社交网络作为移动互联网服务的新领域，近几年内深受人们的喜爱。我国使用手机上网的人数，和使用社交应用的人数都非常高。移动社交网络为互联网的发展带来了新契机，也为各开发商和运营商提供了无限商机。拥有大用户群是移动社交网络运营和发展的先决条件，但是近几年来，通过对一些现象和数据的观察发现，一些在几年前用户使用率非常高的移动社交网络出现了大量用户停止使用的情况，如人人网2010年至2015年间用户使用率降低近50%。这显然对移动社交网络的发展是非常不利的，因此提高用户的持续使用意愿，留住用户是非常重要的。 本文首先对移动社交网络的研究现状及相关理论基础进行了梳理，回顾了国内外关于用户持续使用意愿的文献，识别和总结了影响用户持续使用意愿的可能因素。本研究以信息系统持续使用模型为基础，结合移动社交网络即时性和社会关系真实性的特点，构建了考察移动社交网络用户持续使用意愿影响因素的理论模型。通过发放调查问卷的方式收集数据，运用SPSS 23.0验证了问卷的可靠性和有效性，对问卷问项进行净化，然后运用AMOS 20.0对本文的理论模型和提出的假设进行验证分析，并对结果进行讨论。 通过上述工作，本研究得到了如下结论：用户的感知有用性、满意度、感知转换成本和习惯直接影响用户的持续使用意愿，移动社交网络的移动便利、安全风险以及用户的期望确认度通过对感知有用性和满意度产生影响而间接影响持续使用意愿。本研究在理论上补充了用户持续使用方面的研究，并根据实证分析的研究结果向移动社交网络开发商及运营商提出了提高用户持续使用意愿的管理学建议。
英文摘要：	As the new fields of mobile Internet services, mobile social networks are popular in recent years. The number of people surfing the internet by mobile phone, and the number of people using social applications are very high. Mobile social network brings a new opportunity for the development of the Internet, also provides opportunities for the developer and operator. A large number of users are the prerequisites of the operate and development of mobile social networks. But in recent years, a lot of scholars observed that many users of mobile social network stop using, such as Renren, the usage reduced by nearly 50% from 2010 to 2015. This situation is not conducive to the development of mobile social networks, improving the willingness of users to continue to use is very important. Firstly, the research reviews the status of mobile social networking and introduces the related theoretical basis, reviews the research on the willingness of users continue to use, and summarizes the factors that may affect the willingness of users continue to use. This study based on the ECT-IT and combined the characteristics of mobile social networks, constructs the structural equation model. We collected the date through questionnaires and used the SPSS 23.0 to verify the reliability and validity of the questionnaires, and to purify the questionnaire items. We use the AMOS 20.0 to analysis the theoretical model and verify the hypothesis proposed in this study. This study obtained the following conclusions: the user's perceived usefulness, satisfaction, perceived switching costs and habits directly affect the willingness to continued use the mobile social networks, the mobile convenience and security risks indirectly effect the continued use willingness through the effects to perceived usefulness and satisfaction. In theory, this study complements the research of mobile social networks in continuous use, and provides some recommends to mobile social network developers and operators to improve the willingness of users to continue use.
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