知识问答类SNS中用户持续使用意愿影响因素的实证研究

摘要/Abstract

摘要：

【目的】对知识问答类SNS用户的持续使用意愿进行实证研究，探索影响用户持续使用过程中的主要影响因子。【方法】以ECM-ISC模型作为参考框架并根据知识问答类SNS的特点引入感知趣味性、感知隐私风险、感知转换成本及主观规范四个影响因素，建立研究模型。通过发放调查问卷得到315份有效问卷，并在有效问卷数据的基础上利用SPSS17.0和AMOS17.0软件对模型中所含变量与假设进行验证。【结果】ECM-ISC模型对于知识问答类SNS有良好的适用性；感知趣味性对
满意度具有显著正向影响；感知趣味性和主观规范对持续使用意愿具有显著正向影响；感知隐私风险对持续使用意愿具有显著负向影响；感知转换成本对持续使用意愿的正向影响未能通过验证。【局限】调研数据是横截面数据，且研究过程中关于知识问答类SNS的社会化因素介入还不够。

关键词: 知识问答类SNS, 持续使用意愿, 期望确认理论, 感知趣味性

Abstract:

[Objective] The study aims to explore the users’ intention of continuing with the use of Question &Answer SNS, and to identify the dominant influencing factors. [Methods] Based on Expectation Confirmation Model of IS Continuance (ECM-ISC), the study introduces 4 influencing factors (Perceived Playfulness,
Perceived Privacy Risks, Perceived Switching Costs and Subjective Norm) according to question-and-answer SNS’s features, and then builds a research model. The research designs a questionnaire and conducts a survey.After the data collection, this paper uses SPSS 17.0 and AMOS 17.0 to analyze the 315 valid questionnaires in order to verify the constructs and hypotheses of the research model. [Results] The research findings show that:1) ECM-ISC has good applicability to question-and-answer SNS; 2) the effect of “Perceived Playfulness”on Satisfaction is significantly positive; 3) the effect of “Perceived Playfulness” and “Subjective Norm” on “Continuance Intention” is significantly positive; 4) the effect of “Perceived Privacy Risks” on “Continuance
Intention” is significantly negative; 5) the positive effect of “Perceived Switching Costs” on “Continuance Intention” fails to be validated. [Limits] The study only analyzes the cross-sectional data and subjective data,and the social elements are not highly emphasized in the current study.

Key words: Question &, Answer SNS, Intention for continuous use, Expectance and confirmation theory, Perceived playfulness

赵宇翔. 知识问答类SNS中用户持续使用意愿影响因素的实证研究[J]. 图书馆杂志.

Zhao Yuxiang. An Empirical Investigation on the Influencing Factors of Users’Continuance Intention in Question-and-Answer SNS[J]. LIBRARY JOURNAL.

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