微信小程序用户持续使用意愿的影响因素探究
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摘要
[目的/意义]信息技术的持续使用是衡量其成功的重要标志,探究用户持续使用意愿的影响因素是解决微信小程序用户流失的先决条件。[方法/过程]本文基于技术接受模型和期望确认模型,构建了微信小程序用户持续使用意愿模型,采用参考经典量表和深度访谈相结合的方式,提出研究假设、确定调查问卷并进行数据收集,通过实证分析确认微信小程序用户持续使用意愿的影响因素。[结果/结论]研究发现微信小程序持续使用意愿影响机制如下:1)用户的期望确认程度对感知易用性、感知有用性和感知娱乐性均有显著正向影响;2)用户的满意度是影响持续使用意愿的重要因素;3)用户的使用习惯对持续使用意愿没有预期的正向影响。研究结果有一定的理论意义和现实意义。
[Purpose/Significance]The continuous use of information technology is an important indicator of its success.Exploring the influencing factors of users' continuous use intention is a prerequisite for solving the loss of WeChat mini program users.[Method/Process]Based on the technology acceptance model and the expectation confirmation model,this paper constructed the continuous use intention model of WeChat mini program,and used the combination of reference classic scale and in-depth interview to propose research hypothesis,determine the questionnaire and collect data.Based on the empirical analysis,the influencing factors of the continued use intention of WeChat mini program users were confirmed.[Result/Conclusion]The study found that the WeChat mini program continues to use the intent impact mechanism as follows:(1)The degree of user expectation confirmation had a significant positive impact on perceived ease of use,perceived usefulness,and perceived entertainment;(2)User satisfaction was an important factor affecting the intention of continuous use;(3)The user's using habit had no significant positive impact on the intention of continuous use.The research results have certain theoretical and practical significance.
[Purpose/Significance]The continuous use of information technology is an important indicator of its success.Exploring the influencing factors of users' continuous use intention is a prerequisite for solving the loss of WeChat mini program users.[Method/Process]Based on the technology acceptance model and the expectation confirmation model,this paper constructed the continuous use intention model of WeChat mini program,and used the combination of reference classic scale and in-depth interview to propose research hypothesis,determine the questionnaire and collect data.Based on the empirical analysis,the influencing factors of the continued use intention of WeChat mini program users were confirmed.[Result/Conclusion]The study found that the WeChat mini program continues to use the intent impact mechanism as follows:(1)The degree of user expectation confirmation had a significant positive impact on perceived ease of use,perceived usefulness,and perceived entertainment;(2)User satisfaction was an important factor affecting the intention of continuous use;(3)The user's using habit had no significant positive impact on the intention of continuous use.The research results have certain theoretical and practical significance.
引文
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[14]Karahanna E,Straub D W,Chervany N L.Information Technology Adoption Across Time:A Cross-sectional Comparison of Pre-adoption and Post-adoption Beliefs[J].Mis Quarterly,1999,23(2):183-213.
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[16]李武,赵星.大学生社会化阅读APP持续使用意愿及发生机理研究[J].中国图书馆学报,2016,(1):52-65.
[17]邓元兵.移动互联网用户的品牌社区持续使用意愿研究[J].现代传播:中国传媒大学学报,2017,(5):129-132.
[18]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,(1):5-18.
[19]Zhou T.An Empirical Examination of Continuance Intention of Mobile Payment Services[J].Decision Support Systems,2013,54(2):1085-1091.
[20]Premkumar G,Bhattacherjee A.Explaining Information Technology Usage:A Test of Competing Models[J].Omega,2007,49(6):460-461.
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[23]Oliver R L.A Cognitive Model for the Antecedents and Consequences of Satisfaction Decisions[J].Journal of Marketing Research,1980,17(4):460-469.
[24]Bhattacherjee A.An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance[J].Decision Support Systems,2001b,32(2):201-214.
[25]杨根福.移动阅读用户满意度与持续使用意愿影响因素研究——以内容聚合类APP为例[J].现代情报,2015,(3):57-63.
[26]陈瑶,邵培基.信息系统持续使用的实证研究综述[J].管理学家:学术版,2010,(4):59-69.
[27]Shih H P.Continued Use of a Chinese Online Portal:An Empirical Study[J].Taylor & Francis,Inc.,2008,27(3):201-209
[28]Kim H W,Chan H C,Gupta S.Value-based Adoption of Mobile Internet:An Empirical Investigation[J].Decision Support Systems,2007,43(1):111-126.
[29]Jin X L,Lee M K O,Cheung C M K.Predicting Continuance in Online Communities:Model Development and Empirical Test[J].Taylor & Francis,Inc.,2010,29(4):383-394.
[30]Inseong Lee,Jaesoo Kim,Jinwoo Kim.Use Contexts for the Mobile Internet:A Longitudinal Study Monitoring Actual Use of Mobile Internet Services[J].International Journal of Human-Computer Interaction,2005,18(3):269-292.
[31]阿拉丁小程序统计平台.2018年5月TOP100榜单解析数据研究报告[EB/OL].http://www.aldzs.com/assets/analysis/analysis_2018_05.pdf,2018-06-21.
[32]陈明红,漆贤军,刘莹.移动图书馆持续使用意向及习惯的调节作用[J].情报科学,2016,(6):125-132.
[33]Gefen D.TAM or Just Plain Habit:A Look at Experienced Online Shoppers[J].Journal of Organizational & End User Computing,2003,15(7):1-13.
[34]Davis F D.Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology[J].Mis Quarterly,1989,13(3):319-340.
[35]Tang J T E,Chiang C H.Integrating Experiential Value of Blog Use into the Expectation-Confirmation Theory Model[J].Social Behavior & Personality An International Journal,2010,38(38):1377-1389.
[36]Bhattacherjee A,Limayem M,Cheung C M K.User Switching of Information Technology:A Theoretical Synthesis and Empirical Test[J].Information & Management,2012,49(7-8):327-333.
[37]Hsu M H,Chang C M,Chuang L W.Understanding the Determinants of Online Repeat Purchase Intention and Moderating Role of Habit:The Case of Online Group-buying in Taiwan[J].International Journal of Information Management,2015,35(1):45-56.
[38]Fornell C,Larcker D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[39]吴明隆.结构方程模型:AMOS的操作与应用[M].重庆:重庆大学出版社,2010:213,164.
[40]Chin W W.Issues and Opinion on Structural Equation Modeling[J].Society for Information Management and The Management Information Systems Research Center,1998,22(1):1.
[41]Bandalos D L.The Effects of Item Parceling on Goodness-of-fit and Parameter Estimate Bias in Structural Equation Modeling[J].Structural Equation Modeling A Multidisciplinary Journal,2002,9(1):78-102.
[42]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:154.
[43]彭兰.网络传播概论[M].北京:中国人民大学出版社,2017:118,169,174-175.
[44]郭庆光.传播学教程[M].北京:中国人民大学出版社,2011:119.
[2]张小龙.张小龙首次全面阐述小程序1月9日上线[EB/OL].http://tech.ifeng.com/a/20161228/44523289_0.shtml,2018-06-23.
[3]喻国明,梁爽.小程序与轻应用:基于场景的社会嵌入与群体互动[J].武汉大学学报:人文科学版,2017,(6):119-125.
[4]王巧莉.我国移动互联网轻应用发展研究[D].广州:暨南大学,2015.
[5]阿拉丁小程序统计平台.2017小程序生态白皮书[EB/OL].http://www.aldzs.com/assets/analysis/2017.pdf,2018-06-25.
[6]搜狐网.张小龙演讲原文[EB/OL].http://www.sohu.com/a/217322993_212687,2018-06-20.
[7]Hirschheim R,Hirschheim R.Information Systems Failures—A Survey and Classification of the Empirical Literature[J].Oxford Surveys in Information Technology.Oxford University Press,1988:83-91.
[8]匡文波,李芮,任卓如.微信小程序面面观[J].新闻论坛,2017,(2):15-18.
[9]谢新洲,安静,王尧.基于技术接受模型的微信用户信息发布行为研究[J].情报学报,2015,(8):801-808.
[10]詹恂,严星.微信用户持续使用意向影响因素及使用与满足研究[J].现代传播,2014,(11):130-134.
[11]代宝.基于CNKI文献的微信用户采纳和持续使用行为影响因素分析[J].情报科学,2017,(2):44-49,62.
[12]Bhattacherjee A,Perols J,Sanford C.Information Technology Continuance:A Theoretic Extension and Empirical Test[J].Data Processor for Better Business Education,2008,49(1):17-26.
[13]Bhattacherjee A.Understanding Information Systems Continuance:An Expectation-confirmation Model[J].MIS Quarterly,2001a,25(3):351-370.
[14]Karahanna E,Straub D W,Chervany N L.Information Technology Adoption Across Time:A Cross-sectional Comparison of Pre-adoption and Post-adoption Beliefs[J].Mis Quarterly,1999,23(2):183-213.
[15]Hung-PinShih.Continued use of a Chinese Online Portal:An Empirical Study[J].Behaviour & Information Technology,2008,27(3):201-209.
[16]李武,赵星.大学生社会化阅读APP持续使用意愿及发生机理研究[J].中国图书馆学报,2016,(1):52-65.
[17]邓元兵.移动互联网用户的品牌社区持续使用意愿研究[J].现代传播:中国传媒大学学报,2017,(5):129-132.
[18]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,(1):5-18.
[19]Zhou T.An Empirical Examination of Continuance Intention of Mobile Payment Services[J].Decision Support Systems,2013,54(2):1085-1091.
[20]Premkumar G,Bhattacherjee A.Explaining Information Technology Usage:A Test of Competing Models[J].Omega,2007,49(6):460-461.
[21]Thong J Y L,Hong S J,Tam K Y.The Effects of Post-adoption Beliefs on the Expectation-confirmation Model for Information Technology Continuance[J].Academic Press,Inc.,2006,64(9):799-810.
[22]Chiu C M,Sun S Y,Sun P C,et al.An Empirical Analysis of the Antecedents of Web-based Learning Continuance[J].Computers & Education,2007,49(4):1224-1245.
[23]Oliver R L.A Cognitive Model for the Antecedents and Consequences of Satisfaction Decisions[J].Journal of Marketing Research,1980,17(4):460-469.
[24]Bhattacherjee A.An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance[J].Decision Support Systems,2001b,32(2):201-214.
[25]杨根福.移动阅读用户满意度与持续使用意愿影响因素研究——以内容聚合类APP为例[J].现代情报,2015,(3):57-63.
[26]陈瑶,邵培基.信息系统持续使用的实证研究综述[J].管理学家:学术版,2010,(4):59-69.
[27]Shih H P.Continued Use of a Chinese Online Portal:An Empirical Study[J].Taylor & Francis,Inc.,2008,27(3):201-209
[28]Kim H W,Chan H C,Gupta S.Value-based Adoption of Mobile Internet:An Empirical Investigation[J].Decision Support Systems,2007,43(1):111-126.
[29]Jin X L,Lee M K O,Cheung C M K.Predicting Continuance in Online Communities:Model Development and Empirical Test[J].Taylor & Francis,Inc.,2010,29(4):383-394.
[30]Inseong Lee,Jaesoo Kim,Jinwoo Kim.Use Contexts for the Mobile Internet:A Longitudinal Study Monitoring Actual Use of Mobile Internet Services[J].International Journal of Human-Computer Interaction,2005,18(3):269-292.
[31]阿拉丁小程序统计平台.2018年5月TOP100榜单解析数据研究报告[EB/OL].http://www.aldzs.com/assets/analysis/analysis_2018_05.pdf,2018-06-21.
[32]陈明红,漆贤军,刘莹.移动图书馆持续使用意向及习惯的调节作用[J].情报科学,2016,(6):125-132.
[33]Gefen D.TAM or Just Plain Habit:A Look at Experienced Online Shoppers[J].Journal of Organizational & End User Computing,2003,15(7):1-13.
[34]Davis F D.Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology[J].Mis Quarterly,1989,13(3):319-340.
[35]Tang J T E,Chiang C H.Integrating Experiential Value of Blog Use into the Expectation-Confirmation Theory Model[J].Social Behavior & Personality An International Journal,2010,38(38):1377-1389.
[36]Bhattacherjee A,Limayem M,Cheung C M K.User Switching of Information Technology:A Theoretical Synthesis and Empirical Test[J].Information & Management,2012,49(7-8):327-333.
[37]Hsu M H,Chang C M,Chuang L W.Understanding the Determinants of Online Repeat Purchase Intention and Moderating Role of Habit:The Case of Online Group-buying in Taiwan[J].International Journal of Information Management,2015,35(1):45-56.
[38]Fornell C,Larcker D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[39]吴明隆.结构方程模型:AMOS的操作与应用[M].重庆:重庆大学出版社,2010:213,164.
[40]Chin W W.Issues and Opinion on Structural Equation Modeling[J].Society for Information Management and The Management Information Systems Research Center,1998,22(1):1.
[41]Bandalos D L.The Effects of Item Parceling on Goodness-of-fit and Parameter Estimate Bias in Structural Equation Modeling[J].Structural Equation Modeling A Multidisciplinary Journal,2002,9(1):78-102.
[42]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:154.
[43]彭兰.网络传播概论[M].北京:中国人民大学出版社,2017:118,169,174-175.
[44]郭庆光.传播学教程[M].北京:中国人民大学出版社,2011:119.