社群媒体在项目管理中的有效性研究  

Effectiveness of Social Media in Project Management

作　　者：张亚莉[1] 汪兆川[1] 杨朝君[2] 

机构地区：[1]西北工业大学管理学院,西安710072 [2]西安电子科技大学经济与管理学院,西安710126

出　　处：《世界科技研究与发展》2016年第3期688-693,共6页World Sci-Tech R&D

基　　金：教育部人文社会科学基金(13YJA630136)资助

摘　　要：基于技术接受模型和网络外部性理论,对社群媒体的典型代表——QQ在项目管理中的有效性进行实证研究,从项目成员对QQ的满意度以及QQ对项目管理的贡献两个维度来测量社群媒体有效性。结果表明,QQ的外部性对项目成员满意度有显著正向影响;QQ的感知有用性对项目成员满意度及QQ对项目管理的贡献均有正向影响。此外,感知有用性在感知易用性和项目成员满意度之间、外部性和项目成员满意度之间均起中介作用。Based on technology acceptance model and network externality theory,Tencent QQ,a typical social media,was chosen to study its effectiveness in project management.The effectiveness was measured from two dimensions including project members＇ satisfaction with QQ and QQ＇s contribution to project management.Results showed that project member＇s satisfaction with QQ was influenced significantly by the externality and perceived usefulness,and the latter also impacted on QQ＇s contribution positively and significantly.Relationship between perceived ease of use and members＇ satisfaction was mediated by perceived usefulness,and meanwhile,perceived usefulness played the same role between externality of QQ and project members＇ satisfaction with QQ.

关 键 词：社群媒体 有效性 项目管理 技术接受模型 网络外部性 

分 类 号：G206[文化科学—传播学]