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自2013年以来,微博开始在中国出现用户数量增长放缓的现象,用户活跃度也开始停滞甚至出现衰退,这引发了业界对微博用户持续使用问题的广泛关注。本研究在动机理论的基础上,将网络外部性、主观规范和形象三个社会因素引入微博用户持续使用问题的研究,并通过基于PLS的结构方程模型方法进行了实证研究,发现:(1)网络外部性、形象两个社会因素变量对感知趣味性和感知有用性均具有显著的正向影响关系;(2)感知趣味性和感知有用性对微博用户的持续使用意向均具有显著的正向影响关系,而且感知趣味性的影响作用要大于感知有用性;(3)感知有用性在网络外部性对持续使用意向、形象对持续使用意向两条路径上起到显著的中介作用,而趣味性在网络外部性对持续使用意向的路径上起显著的中介作用。本研究对于微博平台运营商巩固和维系用户,增强用户的持续使用具有重要的参考价值。
Since 2013, weibo has seen a slowdown in the number of users in China. User activity has also started to stagnate or even declined. This has caused widespread concern in the industry about the continued use of Weibo users. On the basis of motivation theory, this study introduces the three social factors of network externalities, subjective norms and images into the study of the sustainable use of Weibo users, and empirically studies the structural equation model based on PLS. It is found that: (1) (2) Both perceived interest and perceived usefulness have a significant positive effect on the wearable users’ intention of continuous use. (2) Social and social variables have significant positive influence on perceived interest and perceived usefulness; (2) (3) Perceived usability plays a significant intermediary role in the continuous use of network externality on the two paths of continuous use of intention, and Interestality plays a significant intermediary role in the path of continuous use of the network’s externalities. This research has important reference value for Weibo platform operators to consolidate and maintain users and to enhance the continuous use of users.