社会化媒体用户使用行为影响因素实证分析

通过对微信用户使用行为的问卷调查,获取社会化媒体用户使用行为信息,尝试将整合型技术接受与使用模型理论、感知风险理论、媒介丰富度理论和使用满足理论相结合构建理论模型,对影响社会化媒体用户使用行为的各方面因素进行实证分析.通过SPSS和AMOS软件进行结构方程模型分析发现,该理论模型解释度较高,对社会化媒体用户使用行为给出了比较全面的解释.结果表明,技术接受因素、内容资源因素和使用满足因素对社会化媒体用户的使用行为有正向影响,而感知风险因素对社会化媒体用户的使用行为有负向影响.

An Empirical Analysis on Factors Influencing Social Media Users' Behavior

This study obtains the information of social media users' behaviors through the questionnaire survey on We-Chat. It attempts to construct a theoretical model combining UTAUT model, perceived risk theory, media richness theory and uses and gratifications theory, in order to analysis factors influencing social media users' behavior. The analysis based on structural equation model using SPSS and AMOS software shows that, the proposed model is effective in explaining the social media users' behavior. The result means that, technology acceptance, content resources and using gratifications make positive impact on social media users' behavior, while perceived risk makes a negative one.