Empirical Study On The Usage Behaviors Of Social Networking Sites (SNS) Users

In the past few years, more and more people have been using social networking site (SNS), which is a new social media and internet-based service, to maintain and develop their social networks, to share and get information and to play social games and obtain entertainment. However, some problems are already emerging in China’s SNS industry, including serious loss of users, decline of visit frequency and reduce of active activity, along with the intensification of external alternative services competition. Therefore, it is necessary to stematically study SNS users’ usage behaviors, so as to help SNS operators explain, predict and guide user behaviors effectively and direct them resolve problems above.Based on the systematic review on the literatures at home and abroad about SNS users’usage behaviors, this thesis empirically studied SNS users’adoption, usage (i.g., social interaction engagement, information content generation and social game-playing) and continuance from the process perspective by utilizing literature review, questionnaire survey and mathematical statistical methods. The major work and conclusions of the thesis are as follows:(1) Empirical study on SNS users’adoption behavior. Based on the Technology Acceptance Model, social influence theory and network externality, this thesis developed and empirically tested a theoretical model about SNS users’adoption behavior. The results show that perceived popularity affects perceived usefulness, perceived ease of use and attitude, which in turn influence SNS users’adoption intention.(2) Empirical study on SNS users’social interaction engagement. Based on the Social Exchange Theory and the Social Capital Theory, this thesis built and then empirically examined a conceptual model about SNS users’social interaction engagement. As a result, we discover that social interaction ties, which is a representative of the structural dimention of social capital, has a significant effect on perceived benefit and then influence SNS users’ social interaction engagement, but reciprocity and similarity, which represent the ralational and cognitive dimention of social capital respectively, don’t have significant influence on SNS users’social interaction engagement.(3) Empirical study on SNS users’information content generation behavior. Based on the Social Cognitive Theory and the Big Five model, a conceptual model about SNS users’information content generation behavior was construted and examined. The results show that SNS users’extraversion and experience openness personality traits, outcome expectancy, the face climate and interpersonal trust in SNS community are significant influence factors of SNS users’ information content generation behavior.(4) Empirical study on SNS users’social game-playing behavior. The conceptual model about SNS users’social game-playing was construted based on the famous S-O-R paradigm in psychology. Empirical test results show that social game’s interactive characteristics have significant effect on SNS users’flow experience and social presence, which in turn affect SNS users’social game-playing behavior.(5) Empirical study on SNS users’continued usage. Based on the Expectation Confirmation Model and the perceived value theory, this thesis built and then empirically examined a conceptual model about SNS continuance. The results show that confirmation, along with perceived usefulness, perceived enjoyment and perceived belonging, which represent perceived utilitarian value, hedonic value and social value respectively, are significant constructs that affect SNS users’satisfaction and then influence their continued usage.