發(fā)布時(shí)間：2018-05-04 18:24

  本文選題：體驗(yàn)感知 + 隱私關(guān)注�。� 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：伴隨信息技術(shù)的快速進(jìn)步,各種社交媒體平臺取得了突飛猛進(jìn)的發(fā)展,中國社交媒體用戶呈爆炸式增長。社交媒體的發(fā)展對我國的經(jīng)濟(jì)、政治、文化、社會建設(shè)甚至生態(tài)文明建設(shè)都發(fā)揮著重大的作用。雖然社交媒體用戶數(shù)量越來越多,但是用戶滿意度卻在下降。社交媒體中海量的信息導(dǎo)致人們產(chǎn)生煩躁、潛在的風(fēng)險(xiǎn)導(dǎo)致人們對使用存在很多顧慮、隱私風(fēng)險(xiǎn)減少人們對社交媒體的信任等,這些都可能是用戶滿意度下降的原因。用戶滿意度對使用意向有一定的影響。體驗(yàn)感知能直接反映用戶滿意度,是用戶滿意度的度量,因此可以通過體驗(yàn)感知來研究用戶使用意向。那么體驗(yàn)感知是如何影響社交媒體使用意向的呢?用戶對隱私侵犯的關(guān)注程度對使用意向是否存在影響,隱私關(guān)注和體驗(yàn)感知、使用意向三者之間是否存在著某種關(guān)系,這些問題值得研究。本文的研究目的是研究體驗(yàn)感知對使用意向的影響關(guān)系,以及隱私關(guān)注對其影響關(guān)系的調(diào)節(jié)作用,進(jìn)而針對促進(jìn)用戶使用而提出建議。本研究通過對體驗(yàn)感知、隱私關(guān)注和使用意向的相關(guān)文獻(xiàn)進(jìn)行系統(tǒng)的梳理,基于技術(shù)接受模型和隱私關(guān)注相關(guān)研究理論提出本文的研究假設(shè),并構(gòu)建理論模型。本文的數(shù)據(jù)收集方法是問卷調(diào)查法,使用問卷星設(shè)計(jì)問卷,對微信用戶的相關(guān)數(shù)據(jù)進(jìn)行收集。本研究共收到345份問卷,其中有效問卷為332份。對收集好的有效數(shù)據(jù)用SPSS和AMOS進(jìn)行描述性統(tǒng)計(jì)分析,信度檢驗(yàn)、效度檢驗(yàn)和正態(tài)性檢驗(yàn),檢驗(yàn)結(jié)果表明可以進(jìn)行結(jié)構(gòu)方程分析。用AMOS進(jìn)行結(jié)構(gòu)方程模型的估計(jì)、適配度檢驗(yàn)、路徑分析、對模型的修正以及調(diào)節(jié)作用的多群組分析。研究結(jié)果表明感知有用性對使用意向沒有顯著的正向影響關(guān)系,感知趣味性對使用意向也沒有顯著的正向影響關(guān)系,同樣隱私關(guān)注對兩條假設(shè)的調(diào)節(jié)作用也不存在。在社交媒體環(huán)境下感知易用性對使用意向存在顯著的正向影響,而感知風(fēng)險(xiǎn)性和使用意向之間有顯著的負(fù)向影響關(guān)系,感知鼓勵(lì)性對使用意向具有顯著的正向影響關(guān)系,同時(shí)隱私關(guān)注對這三個(gè)影響關(guān)系也存在調(diào)節(jié)作用。
[Abstract]:With the rapid development of information technology, various social media platforms have made rapid progress, and the number of social media users in China is exploding. The development of social media plays an important role in China's economy, politics, culture, social construction and even ecological civilization. Although the number of social media users is increasing, user satisfaction is declining. The mass of information in social media causes people to be irritable, the potential risks lead to a lot of concerns about the use of social media, privacy risks reduce people's trust in social media, which may be the reason for the decline in user satisfaction. User satisfaction has a certain impact on the intention to use. Experience perception can directly reflect user satisfaction and is a measure of user satisfaction. So how does experiential perception affect the intention of social media use? It is worth studying whether the degree of user's concern to privacy infringement has influence on the intention of using, whether there is a relationship between privacy concern and experience perception, and whether there is a certain relationship among them. The purpose of this study is to study the influence of experience perception on the intention of use and the moderating effect of privacy concerns on the relationship, and then put forward some suggestions for promoting the use of users. This study systematically combs the literature on experience perception, privacy concern and use intention, and puts forward the research hypotheses based on technology acceptance model and privacy concern theory, and constructs the theoretical model. The method of data collection in this paper is questionnaire survey, which is designed by questionnaire star to collect the relevant data of WeChat users. A total of 345 questionnaires were received, of which 332 were valid. Descriptive statistical analysis, reliability test, validity test and normal test are used to analyze the collected effective data with SPSS and AMOS. The results show that structural equation analysis can be carried out. AMOS is used to estimate the structural equation model, test the fitness degree, analyze the path, modify the model and analyze the effect of adjustment by multi-group analysis. The results show that perceived usefulness has no significant positive effect on the use intention, and perceived interest has no significant positive effect on the use intention. Similarly, privacy concerns do not regulate the two hypotheses. In the social media environment, perceived usability has a significant positive effect on the intention to use, while perceived risk has a significant negative relationship with the intention to use, and perceived encouragement has a significant positive impact on the intention of use. At the same time, privacy concerns also regulate these three influence relationships.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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本文編號：1844097