SNS用户持续行为的理论模型及实证研究  

An Empirical Study on Usage Continuance Model of Social Network Services

作　　者：殷国鹏[1,2] 杨波[3] 

机构地区：[1]对外经济贸易大学信息学院,北京100029 [2]对外经济贸易大学现代服务业研究中心,北京100029 [3]中国人民大学经济信息管理系,北京100872

出　　处：《信息系统学报》2010年第1期53-64,共12页China Journal of Information Systems

基　　金：国家自然科学基金项目(70901020)

摘　　要：社会性网络服务(Social Networking Service,SNS),旨在促进人与人的互动沟通以及社会网络的广泛建立,被誉为"继Google之后互联网又一大变革"。本论文以SNS应用这一新兴电子商务模式为问题背景,对于用户在初始采纳后持续使用的影响因素及行为模式进行深度综述及理论研究,在文献述评基础上提出SNS用户持续行为的理论模型,并采用问卷调查数据与结构方程方法进行实证研究。从理论意义上来看,将会丰富与深化信息系统持续使用理论体系,以期全面、深刻地解释及预测SNS用户的行为规律;从实践角度来看,有助于把握在中国文化情境下SNS应用的关键成功因素,从而为社会性网络服务在中国的发展提供理论指导。As a newly emerging e-business model,Social Networking Service（SNS） has encouraged new ways to communicate and relationship building,also viewed as＂the next big thing after Google＂.This study draws attention to the substantive differences between adoption and continuance behaviors in context of SNS,and develops the usage continuance model of SNS to investigate continued usage behavior and underlying factors through literature review and theoretical analysis.Then,we collected data through survey questionnaire,and present the results of an empirical test that involved structural equation modeling.This study will advance the theory of IS continuance,and provide a comprehensive research model to investigate the post-adoptive behaviors of SNS.Otherwise,the research may help SNS-empowered businesses and organizations to identify critical factors that are fundamental to long-term viability and the eventual success of these services.

关 键 词：社会性网络服务 持续使用 行为模型 影响因素 

分 类 号：C931.6[经济管理—管理学] C936