本文選題：社交網(wǎng)絡(luò)服務(wù) + 持續(xù)使用　； 參考：《哈爾濱工業(yè)大學(xué)》2016年博士論文

【摘要】：隨著社交網(wǎng)絡(luò)服務(wù)(Social Networking Services,SNS)的快速發(fā)展和日益成熟,互聯(lián)網(wǎng)已逐漸步入社交時代。據(jù)中國互聯(lián)網(wǎng)絡(luò)信息中心統(tǒng)計,2015年上半年,中國使用SNS的用戶人數(shù)已超過6億,然而近幾年來,SNS覆蓋人數(shù)雖然有所增長,其用戶粘性卻持續(xù)下降。用戶是SNS的使用主體,用戶積極、持續(xù)的使用是SNS生存發(fā)展的前提和基本條件。因此,在SNS普及的今天,如何維持現(xiàn)有用戶積極地使用、確�，F(xiàn)有用戶不會流失,已經(jīng)成為SNS運營商和學(xué)術(shù)界共同關(guān)注的熱點問題。以往學(xué)者主要根據(jù)信息技術(shù)接受和使用的研究范式,從個體效用(如感知有用性、感知易用性等)和個體認知(如期望確認程度、滿意度等)對SNS用戶持續(xù)使用意愿和持續(xù)使用行為進行解釋。然而,SNS與傳統(tǒng)的信息技術(shù)有所不同,SNS具有很強的社交屬性。SNS的使用使得用戶不再是單獨的個體,用戶可以通過SNS互動,形成復(fù)雜的社會網(wǎng)絡(luò),從而對其他用戶產(chǎn)生直接或間接的影響。因此,從用戶所處社會網(wǎng)絡(luò)環(huán)境并受到他人的影響出發(fā),探究用戶的持續(xù)使用問題顯得尤為重要。本研究考慮到SNS的社交屬性,基于社會影響理論,以SNS用戶為研究對象,通過實證研究和建模仿真,分別從個體層面的靜態(tài)影響路徑和群體層面的動態(tài)影響過程兩方面,系統(tǒng)地探討了SNS用戶持續(xù)使用問題。首先,本研究界定了SNS的概念,歸納了SNS的特征和使用主體,闡述了SNS用戶持續(xù)使用意愿與持續(xù)使用行為的聯(lián)系,并從社會影響的動態(tài)過程和社會影響的靜態(tài)維度兩個方面探討了社會影響理論。更進一步,分析了社會影響靜態(tài)維度與SNS用戶個體持續(xù)使用意愿之間的關(guān)系機理,以及社會影響動態(tài)過程與SNS用戶群體持續(xù)使用行為之間的關(guān)系機理,為深入研究社會影響對SNS持續(xù)使用的影響機理和模型奠定了理論基礎(chǔ)。其次,從社會影響靜態(tài)維度出發(fā),實證研究用戶個體持續(xù)使用意愿。分析了社會影響各維度,即主觀規(guī)范、社會認同和同伴效應(yīng)對SNS用戶個體持續(xù)使用意愿的影響機理,通過問卷調(diào)查獲得429份有效問卷數(shù)據(jù),并采用多元線性回歸分析,運用SPSS18.0軟件對數(shù)據(jù)進行實證檢驗,得出主觀規(guī)范、社會認同和同伴效應(yīng)對持續(xù)使用意愿均有顯著的正向影響。然后,分析了主觀規(guī)范、社會認同、同伴效應(yīng)對社交助力和社交過載的影響機理,以及社交助力和社交過載對SNS用戶個體持續(xù)使用意愿的影響機理,構(gòu)建了社交助力和社交過載在社會影響維度與持續(xù)使用意愿之間的中介作用模型。通過在線問卷調(diào)查獲得數(shù)據(jù),采取結(jié)構(gòu)方程模型中的偏最小二乘方法,運用Smart PLS3.0軟件對測量模型和結(jié)構(gòu)模型進行了實證檢驗。研究結(jié)果表明,社交助力和社交過載均對SNS用戶個體持續(xù)使用意愿具有重要的影響作用,并且在社會影響維度與SNS用戶個體持續(xù)使用意愿之間扮演了部分中介作用。此外,還分析了用戶自身的觀點采擇差異對社會影響維度與SNS用戶個體持續(xù)使用意愿關(guān)系的調(diào)節(jié)作用機理,構(gòu)建了觀點采擇在社會影響維度與SNS用戶個體持續(xù)使用意愿之間的調(diào)節(jié)作用模型�；�286份有效樣本數(shù)據(jù),利用檢驗交互項的顯著性,以及計算調(diào)節(jié)效應(yīng)模型與主效應(yīng)模型的方差解釋比例兩種方法,對調(diào)節(jié)作用進行了實證檢驗。在此基礎(chǔ)上,將觀點采擇分為兩組,分別檢驗了用戶在高觀點采擇能力和低觀點采擇能力情況下,主觀規(guī)范、社會認同和同伴效應(yīng)對其持續(xù)使用意愿的影響。研究結(jié)果顯示,觀點采擇在社會影響維度對持續(xù)使用意愿的影響中起到了重要的調(diào)節(jié)作用。最后,從社會影響的動態(tài)過程出發(fā),研究SNS用戶群體持續(xù)使用行為。將SNS用戶受到社會影響的過程類比為病毒的傳染過程,運用病毒動力學(xué)模型作為技術(shù)手段進行類比建模,構(gòu)建了SNS用戶群體持續(xù)使用行為的社會影響過程模型,并分析了模型的性質(zhì)。再運用MATLAB軟件進行數(shù)值仿真,并對仿真結(jié)果加以討論,得出當注冊用戶量的增長比例越大,注冊用戶與用戶生成內(nèi)容(User Generated Content,UGC)的平均接觸比例越大,以及注冊用戶感知社交指數(shù)越大時,持續(xù)使用用戶數(shù)量也越大;而用戶在短期內(nèi)轉(zhuǎn)化成為持續(xù)使用用戶所花費時間的長短只會影響持續(xù)使用用戶數(shù)量達到均衡的時間,不會影響持續(xù)使用用戶達到均衡的數(shù)量。本研究主要基于社會影響理論,剖析了社會影響維度對SNS用戶個體持續(xù)使用意愿的影響路徑和作用機理,揭示了在相同或類似社交環(huán)境下的用戶為什么會表現(xiàn)出對SNS持續(xù)使用意愿的個體差異。同時,剖析了SNS用戶群體持續(xù)使用行為的社會影響動態(tài)過程,揭示了SNS用戶群體持續(xù)使用行為的變化規(guī)律。研究結(jié)果豐富了社會影響理論以及現(xiàn)有SNS持續(xù)使用領(lǐng)域的研究,可以幫助SNS運營商有效地吸引與保留用戶資源,為SNS運營商提供經(jīng)驗依據(jù)和實踐策略。
[Abstract]:Along with the social networking service (Social Networking, Services, SNS) the rapid development and increasingly mature, the Internet has gradually entered the era of social networking. According to Chinese Internet Network Information Center statistics, the first half of 2015, the number of users China SNS has more than 600 million, but in recent years, although the number of SNS coverage increased, but its user stickiness continued to decline. The user is using the SNS main users actively, continuous use is the premise and the basic condition for the survival and development of SNS. Therefore, SNS in popularity today, how to maintain the existing users actively use, to ensure that existing users will not be lost, has become a hot issue of common concern of SNS operators and previous academic circles. The scholars mainly according to the information technology acceptance and use of the research paradigm, from the individual utility (such as perceived usefulness, perceived ease of use, etc.) and cognitive (as expected that degree of satisfaction) of SN S users' continuance intention and continuous behavior was explained. However, SNS is different with the traditional information technology, the use of SNS has a strong social attributes of.SNS so that the user is no longer a single individual, the user can through the SNS interaction, the formation of complex social networks, resulting in direct or indirect effects on other users therefore, from the user environment and social network influenced by others of the continued use of problem inquiry user is particularly important. This study takes into consideration the social attribute of SNS, based on social influence theory, to SNS users as the research object, through empirical research and simulation, respectively from the two aspects of static effects of individual level the dynamic effect of path and group level process, systematically discusses the SNS users to continue to use the problem. Firstly, this study defines the concept of SNS, summarizes the characteristics of SNS and use the body SNS, describes the users' continuance intention and continuous behavior, two aspects of static and dynamic process of the social dimension and the influence of social influence on social influence theory. Further, analysis of the social dimension and individual effects of static SNS users continue to use the mechanism of relationship between willingness, and social influence and dynamic process SNS users continue to use the mechanism of relationship between acts, for further research on social influence has laid a theoretical foundation on the effects of using continuous SNS model and mechanism. Secondly, from the social effects of static dimensions, empirical research on individual user continuance intention. Analysis of the dimensions of social influence, namely subjective norms, social identity and peer influence mechanism the effect of SNS on individual users continuanceintention, 429 valid questionnaires were obtained through a questionnaire survey, and using multiple linear regression analysis, Using SPSS18.0 software for data analysis, the subjective norms, social identity and peer effects on continuance intention have significant positive effects. Then, analyzes the subjective norms, social identity, the influence mechanism of peer effect on social power and social overload, and social power and social SNS overload on individual users continuanceintention the mechanism, construction of social power and social overload mediated the relationship between social influence dimension and continuance intention model. The data were obtained through the online questionnaire, adopt partial least squares method in Fang Chengmo type structure, the use of empirical test on the measurement model and structural model of Smart PLS3.0 software. The results show that plays an important role the social power and social overload of SNS individual users continuanceintention, and social influence in dimension and SNS Individual continuance intention between plays a mediating role. In addition, also analyzed the regulation mechanism of SNS dimension and the influence of individual differences in user perspective taking user's continuanceintention to social relations, construct the perspective taking in social impact factors and SNS users continue to use the individual role model between the 286 will. The effective sample data based on the use of the significant interaction, and calculating the variance regulation effect model and main effect model to explain the proportion of the two kinds of methods to carry on the empirical test regulation. On this basis, the perspective taking were divided into two groups, were tested in the high user perspective taking ability and low perspective taking ability, subjective norms, social identity and peer influence effect on continuance intention. The results of the study showed that perspective taking in social impact dimensions to keep With the intention to play an important role. Finally, starting from the dynamic process of social influence, the research groups of SNS users continue to use the behavior. SNS users will be social influence process analogous to the infection process of the virus, the virus dynamics model as a technical means of analogy modeling, constructs the social influence process model SNS users continue to use behavior, and analyzes the properties of the model. Then use MATLAB software for numerical simulation, and the simulation results are discussed, when the amount of registered users of the growth and the greater the proportion of registered users and user generated content (User Generated, Content, UGC) the average contact ratio is greater, and the registered users perceived social index is large, the number of users continue to use more; in the short term and the user into users continue to use the length of time spent will only affect the sustained The use of the number of users reached equilibrium time, does not affect the continued use of the number of users reached equilibrium. This research is mainly based on social influence theory, analyzes the social influence of the dimensions of SNS users will continue to use the individual path and mechanism, revealed in the same or similar social environment will show the user why the individual differences of SNS continuanceintention. At the same time, analyzes the social impact of the dynamic process of SNS user groups continued to use behavior, reveals the regularity of SNS user groups continued to use behavior. The results enrich the theory and effect of the existing SNS in the field of sustainable use of society, can help SNS operators to effectively attract and retain users of resources, provide on the basis of experience and practical strategies for SNS operators.

【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：C912.3

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