Emprical Study Of Influnence Factors On The Continued Usage Behavior Of Science Communication Websites

Along with the fast growing of Chinese science and technology also constructing information society,the enviroment of science and technology communication have been experiencing huge changes.Websites of science and technology communication gradually becomes the main power and core communicative channel of S&T information and knowledge.The gist of constructing S&T communication requires improving communicative capacity of S&T communication websites.CNNIC 38th China Internet development statistics report shows that as of June 2016,China has 710 million Internet users,Internet popularity rate reached 51.7%,more than the global average of 3.1%.China has 656 million mobile Internet users.92.5%among which the use mobile as tool to access to internet compared to the according data 90.1%at the end of 2015.Crowds who only use mobile to acquire information accounted for 24.5%of the population listed.Internet endured a shift to the mobile terminal equipment.According to the ninth Chinese citizens scientific quality survey in September 2015,the proportion of citizens using the Internet to get information of science and technology in China has reached 53.4%,doubled from 26.6%in 2010.For the first time exceeded traditional media channels such as newspapers.Among citizens having science quality,91.2%of the group use internet and mobile internet access to information and knowledge of science and technology.Internet has already become the first channel of the science quality of citizens for science and technology information,this also provides more opportunities and challenges for the"Internet + science communication" in new period.As a result,from the viewpoint of user behavior to study the influence factors of the continuous use is crucial.To summarize the theories and propose the model,this study reviewed a large amount of studies included the expectation Confirmation theory,theory of technology acceptance model,the theory of rational behavior,success model,Trust model.These classical models are often used to illustrate Information System's user's behavior.Science communication websites are special but in conformity with the Information System of all basic standards.The research found 11 indexes included the Perceived Usefulness,Confirmation,Satisfaction,Continuance Intention,Perceived Easy of Use,System Quality,Information Quality,Service Quality,Perceived Trust;At the same time,entropy weight method was used here for a more scientific measurement of each index.The study invited experts to score 9 indicators,after intensive investigation,statistics,summary,modification,it is concluded the variables identical to experts' opinions.For ordinary users(including experts),in-depth interviews and the method of text content are used to measure,correct and supplement the research variables,User Habit,Perceived Enjoyment,Perceived Cost are extracted to enrich the model variables.In specific research process,this research integrated literature research,depth interview method,questionnaire survey method,Delphi method and other data collection methods to perform qualitative analysis and quantitative analysis in data analysis.The research collected 739 questionnaires out of a total number of 1100 questiornnaires distributed through online and offline survey,recovery rate is 67.2%.After eliminating unqualified questionnaires,we received 642 valid questionnaires,the effective rate was 86.9%.In the empirical part,this study used data analysis tools such as software SPSS 19.0,the structure equation model software Smart PLS 2.0 M3 and Lisrel.Firstly,using SPSS 19.0 for descriptive statistics analysis on basic characteristics of the research object and the situation in use of science communication websites,to evaluate rationality of the research object.Secondly,combine the SPSS software and structural equation model(SEM)to examine the reliability and validity of data for analysis.Lastly this study use structural equation model software to conduct the theoretical model of regression analysis and path analysis,and used SPSS software to adjust effect test.After verifying the hypothesis,this paper received the following conclusions and Suggestions:Conclusion 1:the influence factors for users' continuous use behaviors of S&T communication websites are more complex and multifaceted.These factors involve the characteristics of science communication,the website itself,also involves the user attributes,etcConclusion 2:users of the popular science 'willingness to continue using can significantly affect the sustainable use.Pearson correlation analysis in this part showed that continuance intention and continuance usage has the correlation coefficient0.512.They share significant causal relationshipConclusion 3:perceived entertainment,perceived trust,perceived usefulness and continuance intention have significant positive influence on the continuance usage,and have a significant causal relationship.Conclusion 4:user satisfaction and continuance usage of the website have significant positive correlation,served as connecting link in the model.Satisfaction has obvious direct effect on continuance usage.For users of S&T communication websites,the expectation before using and after using will largely affect the user satisfaction,and further affect the users' continuance usage of the site.When the satisfaction received exceeded expectation before use,the users are more likely to choose to continue to use this websites.Conclusion 5:perceived cost has negative affect on users' continuance intention.According to the study when the users' perceived cost is very high,they're likely to shift to another science communication websites or stop using the current website or platform.Conclusion 6:Habit has insignificant adjusting influence on continuance intention and continuance usage.Conclusion 7:Different user attributes has great differences on the continuance usage of web of S&T communication,especially gender,age,occupation,education level,income and other demographic attributes.The main innovation points of this study are:Firstly,the innovation in theory.This study creatively discover and investigate users' continuance usage from expectation confirmation and technology acceptance angles,put forward conceptual model of influencing factors on users' continuance usage of S&T communication websites based on user characteristics,as well as the influence variables are embodied,the study strengthen the development of S&T communication website WITH strong empirical and theoretical support.Secondly,innovation in research methods.This study adopts the method of structural equation model(SEM)to examine factors affecting the S&T communication web site users' continuance usage,which is rare in the current related researches in the field of S&T communication studies.In the mean time,this research creatively put forward and proved a multi-influence factors structural equation model of S&T website users' behavior,including model,the interaction among latent variables and influence intensity from measured variables to according influences.Lastly,innovation of the research model.In addition to conclude previous research and conduct pertinent interviews,the research puts forward the initial concept model,and increased the controlled variables,deeply discussed the influence of controlled variables as gender,age,occupation,education level and income level on S&T communication,website continuance usage,enriched the model,increase capacity to explain the model under different circumstances.