| 移动社交媒体用户持续使用行为研究 |
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| 引用本文： | 孟猛,朱庆华.移动社交媒体用户持续使用行为研究[J].现代情报,2018,38(1):5-18. |
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| 作者姓名： | 孟猛 朱庆华 |
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| 作者单位： | 南京大学信息管理学院, 江苏 南京 210023 |
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| 基金项目： | 国家社会科学基金重大项目"面向大数据的数字图书馆移动视觉搜索机制与应用研究"（项目编号：15ZDB126）。 |
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| 摘 要： | 目的/意义]文章旨在探究移动社交媒体用户持续使用行为的影响因素及其相互关系，为移动社交媒体运营商提高用户满意度和忠诚度，增强用户黏性，洞察用户真正兴趣和心理需求，培养用户习惯等提供决策参考。方法/过程]本文整合扩展的ECM-ISC模型、自我决定理论及习惯，构建移动社交媒体用户持续使用行为概念模型，提出研究假设并设计调查问卷；针对微信用户进行纸质问卷调查，共回收234份有效问卷，采用偏最小二乘法分析数据，在排除共同方法变异的影响下，对测量模型和结构模型进行评估，并对研究假设和调节效应进行验证。结果/结论]结果显示，持续使用意愿和习惯直接影响移动社交媒体用户持续使用行为，习惯对持续使用意愿和行为之间有负向的调节作用；使用后感知有用性、满意度及自我功效正向显著影响持续使用意愿；期望确认度对使用后感知有用性和满意度产生直接影响；感知关系性和感知胜任性正向显著影响内在动机，内在动机对满意度正向影响显著，满意度对习惯产生直接影响。根据研究结论，对移动社交媒体（微信）运营商提出管理建议。
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| 关 键 词： | 用户 移动社交媒体 持续使用行为 概念模型 扩展的ECM-ISC 自我决定理论 微信 习惯 偏最小二乘法 |
Study on Mobile Social Media Users' Continuous Usage Behavior |
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| Authors: | Meng Meng Zhu Qinghua |
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| Institution: | School of Information Management, Nanjing University, Nanjing 210023, China |
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| Abstract: | Purpose/Significance]The paper aimed to explore the influence factors of mobile social media users' continuous usage behavior and their mutual relationship,and provided a reference decision-making reference for mobile social media operators to improve users' satisfaction and loyalty,enhance users' stickiness,insight into the user's real interests and psychological needs,and cultivate users' habits and so on.Method/Process]The paper integrated the extended ECM-ISC model,Self-determination Theory and Habit,constructed the conceptual model of mobile social media users' continuous usage behavior,and proposed the hypotheses and designs the questionnaires;The research data was collected through the paper questionnaire survey of WeChat users,and 234 valid questionnaires had been collected.The paper used partial least squares(PLS)to analyze the collected data,evaluated the measurement model and the structure model,and validated the hypothesis and the moderating effect under the influence of excluding common methods of variation.Result/Conclusion]The results showed that Continuous Usage Intention and Habit had direct influence on mobile social media users' Continuous Usage Behavior,and Habit had negative moderating effect on Continuance Usage Intention and Continuance Usage Behavior;Post-Usage Usefulness,Satisfaction and Self-Efficacy had a significant positive effect on Continuance Usage Intention;Expectation Confirmation had a direct impact on Post-Usage Usefulness and Satisfaction;Perceived Relatedness and Perceived Competence positively affected Intrinsic Motivation,and Intrinsic Motivation had a significant positive impact on Satisfaction which had a direct impact on Habit.According to the research conclusions,management Suggestions for mobile social media(WeChat)operators were proposed. |
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| Keywords: | user mobile social media continuous usage behavior conceptual model extended ECM-ISC self-determination theory WeChat habit partial least squares |
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