The Research Of Social Network Sites Continuance Intention On The Basic Of Motivation Theory

This study is to prove that flow experience plays a significant role in the continuance intention of social networking sites, and that implicit motivations(including: implicit achievement motivation, implicit affiliation motivation and implicit power motivation) can interact with expectation confirmation, and moderate the formation of flow experience or special satisfaction. So it can describe the formation process and mechanism of the continuance intention of social networking sites more completely.The object of the existing research is the social network users, including: Renren net, Kaixin net, Douban net, QQ space, Facebook, friend circle of Wechat. In the test, there is a questionnaire to check whether they are users of social networking sites. If he or she does not belong to the social networking site users, he or she will be removed. The research is divided into two parts.First part is on the basis of previous research of SNS users’ continance intention, and add flow experience as the new variable to establish a structural equation model. It get the path, direction and loading capacity between the variables of original Expectation Confirmation Model(including perceived usefulness, expectation confirmation, satisfaction and continuance intention) and the flow experience. The second part of the research introduces the multi motivation grid(MMG) method to measure the implicit motivation, and to improve the previous research methods. Experimental methods in the study, display test images by computer, and control the time of looking pictures and choosing items. Then, make regression analysis of the implict motivation(implicit achievement motivation, implicit affiliation motivation and implicit power motivation) to check the implicit motivation moderate the processing that SNS users’ expectation confirmation predicts flow experience or satisfaction.This study shows that social networking site users’ satisfaction has a significantly positive effect on the continuance intention(P<0.05). The social networking site users’ perceived usefulness has a significant positive effect on the satisfaction(P<0.001). The social networking site users’ expectation confirmation has a significant positive effect on the perceived usefulness(P<0.001). The social networking site users’ expectation confirmation has a significant positive effect on the satisfaction(P<0.001). The social networking site users’ expectation confirmation has a positive effect on the flow experience(P<0.001). The satisfaction has a positive effect on the flow experience(P<0.001).. The flow experience has a positive effect on the continuance intention(P<0.01). However, the perceived usefulness of Social Web sites is not significantly positive for the continuance intention(P>0.05). In addition, the results of regression analysis showed the F values of all models are at significant level(p<.001), and the non-standardized coefficients β values of all Interaction term are at significant level(p<.001), the ΔR2 of all models proved them have good explanation ability to flow experience and satisfaction. It proves that the implicit achievement motivation, implicit affiliation motivation and implicit power motivation moderate the processing that SNS users’ expectation confirmation predicts flow experience or satisfaction.The research conclusion is quite novelty: firstly, through the new path found and prove SNS users’ expectations confirm has the positive effect on flow experience. The original model can not reflect the interaction between the personal and situational, but in new model, it can be reflected. So it extends the original Expectation Confirmation Model. Secondly, the new measurement method is introduced, and the method of multi motive grid technology is used in the research of social website users, and the implicit motivation of users is measured. Thirdly, Flow Theory, Motive Disposition Theory and Expectation Confirmation Theory are organically combined together, describing the effect of personal factors and situational factors on continuance intention, and enhancing the explanatory power of the theoretical model. So the research innovate the theory.The results of the study are helpful to study the reasons for the continuance intention of social networking site, and help social networking site companies to enhance brand value by retaining more active users. In addition, this study will help to explore the cause of social addiction from the individual psychology, and provide reference for people to understand and improve their behavior of using social network sites. Therefore, this study has theoretical and practical value.