移动社区业务用户持续使用意向研究
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摘要
移动社区业务使移动的特性与社会网络的特性相融合,是移动互联网发展的必然趋势之一,目前对于移动社区业务用户的行为研究尚处于起步阶段。对于企业来说,用户的持续使用行为比初次接受行为更重要,移动社区业务用户的持续使用与否是该业务成功的关键。移动社区业务的用户通过随时、随地频繁地相互交互,彼此之间形成了一定结构的关系网络,使用移动社区业务的用户实际上是一种关系网络的参与者。社会资本理论认为,人们之间的关系网络是一种不可见的资源,将促进他们之间的互动沟通。因此,从社会资本理论的分析视角,对影响用户持续使用移动社区业务的因素进行分析,具有重要的现实意义和理论意义。
在对已有研究进行系统回顾和梳理的基础上,本文基于社会资本理论的分析视角,对信息系统用户持续使用模型进行了扩展,将社会资本的结构维、关系维、认知维纳入模型,提出了移动社区业务用户持续使用的研究模型。本研究通过问卷调查等方法收集到278份有效问卷,经过实证分析,探讨了互动联结、互惠规范、认同、信任、共同语言、共享愿景等因素与确认、用户满意度的关系,以及这些变量对于用户持续使用意向的影响作用。
本文得出的主要结论：扩展后的模型能够有效解释移动社区业务用户的持续使用意向。社会资本的三维度(结构维、关系维、认知维)对于用户持续使用移动社区业务的意向有重要的影响作用。其中,互动联结、互惠规范、认同、信任、共同语言、共享愿景均对用户持续使用意向有显著影响作用,且用户满意在其中起中介作用；互动联结和共享愿景对互惠规范、认同、信任也有显著影响作用。
最后,本文在上述实证研究的基础上,对如何从社会资本视角推广移动社区业务、维系用户提出若干运营建议。
The combination of mobile service and social network, which is called mobile social network service, would definitely be a trend in the development of Mobile Internet. Until now, the research on the usage behavior of mobile network service subscribers is still at its beginning stage. For corporation, subscribers'continuance intention is more important than the first-time acceptance. Thus, the continuance intention of customers becomes the key to the success of spreading mobile social network service. Subscribers of mobile social network service make a network by frequently sharing visions at any moment and place. As a matter of fact,those subscribers are social network participants. According to the social capital theory, social network among people is a sort of invisible source, which facilitates their communications. In the view of social capital theory, analysis on the elements which lead to customers'continuance intention on mobile social network service will be very meaningful both theoretically and practically.
Based on the past publications, this thesis made a full literature review and summary from the view of social capital theory. In the thesis, the IS Continuance Intention Model is expanded by introducing relational dimension, structural dimension and cognitive dimension from social capital theory. The newly proposed model was tested by questionnaire survey and other methods. After analyzing 278 pieces of valid questionnaires, the author tried to make some tentative conclusions on the relationship between social interaction ties, shared vision, shared language, trust, norms of reciprocity, identification, costumers' satisfaction and customers'continuance intention.
In conclusion, the expanded model could effectively explain the motivations of customers'continuance intention on mobile social network service. The three dimensions of social capital(structural dimension, relational dimension,cognitive dimension) play an important role in costumers' continuance intention of the mobile social network service. Among those motivations, social interaction ties, shared vision, shared language, trust, norms of reciprocity and identification effected costumers'interest a lot with costumers'satisfaction acting as bridge in between. Moreover, the author noticed that social interaction ties and shared vision also impacted norms of reciprocity, identification and trust.
Finally, based on the empirical research above, the author gave some strategies on how to spread the mobile social network service and maintain the customers from the perspective of social capital.
在对已有研究进行系统回顾和梳理的基础上,本文基于社会资本理论的分析视角,对信息系统用户持续使用模型进行了扩展,将社会资本的结构维、关系维、认知维纳入模型,提出了移动社区业务用户持续使用的研究模型。本研究通过问卷调查等方法收集到278份有效问卷,经过实证分析,探讨了互动联结、互惠规范、认同、信任、共同语言、共享愿景等因素与确认、用户满意度的关系,以及这些变量对于用户持续使用意向的影响作用。
本文得出的主要结论：扩展后的模型能够有效解释移动社区业务用户的持续使用意向。社会资本的三维度(结构维、关系维、认知维)对于用户持续使用移动社区业务的意向有重要的影响作用。其中,互动联结、互惠规范、认同、信任、共同语言、共享愿景均对用户持续使用意向有显著影响作用,且用户满意在其中起中介作用；互动联结和共享愿景对互惠规范、认同、信任也有显著影响作用。
最后,本文在上述实证研究的基础上,对如何从社会资本视角推广移动社区业务、维系用户提出若干运营建议。
The combination of mobile service and social network, which is called mobile social network service, would definitely be a trend in the development of Mobile Internet. Until now, the research on the usage behavior of mobile network service subscribers is still at its beginning stage. For corporation, subscribers'continuance intention is more important than the first-time acceptance. Thus, the continuance intention of customers becomes the key to the success of spreading mobile social network service. Subscribers of mobile social network service make a network by frequently sharing visions at any moment and place. As a matter of fact,those subscribers are social network participants. According to the social capital theory, social network among people is a sort of invisible source, which facilitates their communications. In the view of social capital theory, analysis on the elements which lead to customers'continuance intention on mobile social network service will be very meaningful both theoretically and practically.
Based on the past publications, this thesis made a full literature review and summary from the view of social capital theory. In the thesis, the IS Continuance Intention Model is expanded by introducing relational dimension, structural dimension and cognitive dimension from social capital theory. The newly proposed model was tested by questionnaire survey and other methods. After analyzing 278 pieces of valid questionnaires, the author tried to make some tentative conclusions on the relationship between social interaction ties, shared vision, shared language, trust, norms of reciprocity, identification, costumers' satisfaction and customers'continuance intention.
In conclusion, the expanded model could effectively explain the motivations of customers'continuance intention on mobile social network service. The three dimensions of social capital(structural dimension, relational dimension,cognitive dimension) play an important role in costumers' continuance intention of the mobile social network service. Among those motivations, social interaction ties, shared vision, shared language, trust, norms of reciprocity and identification effected costumers'interest a lot with costumers'satisfaction acting as bridge in between. Moreover, the author noticed that social interaction ties and shared vision also impacted norms of reciprocity, identification and trust.
Finally, based on the empirical research above, the author gave some strategies on how to spread the mobile social network service and maintain the customers from the perspective of social capital.
引文
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