Research On Factors Influencing Intention Of Continuous Use In Mobile Social Network Services

With the rapid development of mobile internet communication technology,mobile social network(MSN)based on users' common interests preference and using mobile terminal equipment has quickly entered people's daily life,deeply affected people's thought,emotion and behavior,exerted unprecedented influence on human society's politics,economy and culture,and even been changing the shape of the world.As a kind of mobile service based on MSN,Mobile Social Network Service(MSNS)has been a new platform of interaction and entertainment and rapidly becomes an important channel of interpersonal interaction and information dissemination.Although the users of the mobile social network service constantly increase,due to the normal updating of the mobile social network service and the random change in the behavior of the online users,the user growth rate of the mobile social network service gradually slows down,and use intention continuously declines,which leads to the mass loss of users,and hinders the application and development of social network services in the era of mobile Internet.Therefore,it becomes more and more important to study the factors influencing the continuous use intention of MSNS users.With the research on the current status of mobile social network services and the related literatures about the continuous use behavior of MSNS users at home and abroad,and based on the different dimensions of users,products,society and environment,this study focuses on the the factors influencing the continuous use intention of MSNS users,classifies them into five categories,re-defines them respectively according to dependent variables,independent variables,intermediate variables,control variables and moderators,and finally extracts 10 factors such as perceived value,perceived trust,user satisfaction,perceived interactivity,perceived entertainment,user habits,community identity,social influence,product quality and service quality,as well as other relevant moderators and control variables.The study proposes the corresponding theoretical research hypothesis,constructs the theoretical structure model of MSNS continuous use intension from the dimensions of users,products and society,and also builds the moderating model of MSNS continuous use based on the gender characteristics of user dimension and the technical background characteristics and environmental background characteristics of environment dimension,to form the model of MSNS continuous use intention based on the four dimensions of users,products,society and environment.On the basis of maturity scale with in-depth interviews with experts in the industry,the study develops the item scale of the theoretical structure model of MSNS continuous use to form a series of observation items of MSNS continuous use intention questionnaire.The study uses SPSS software for the small-scale sample test,eliminates the corresponding abnormal observation items through the reliability and validity test of the questionnaire measurement items,and finally forms the model measurement scale consisting of 38 measurement items with good reliability and validity.Large data samples are collected with the combination of on-line and off-line methods.The factors influencing personal characteristics,use behavior and continuous use intention of users are comprehensively analyzed,and the collected data samples are tested by SPSS in terms of the reliability and validity of the measurement scale.Pearson correlation analysis is carried out on dependent variables and intermediate variables to test the correlation between dependent variables and intermediate variables,and the independent variables.The study also analyzes the influence of user age,educational background,economic income and other control variables on the significant differentiation of continuous use intention.Finally,an empirical study is carried out on the theoretical model of MSNS continuous use intention.The fitness indexes of the model are analyzed with AMOS model to verify the fitness of the model.Each path coefficient of the model is analyzed to verify the proposed theoretical hypothesis.The moderating model of MSNS continuous use intention is constructed to test the effects of moderators such as user gender,technical background and regional background on each influence path of MSNS continuous use intention.The results show that MSNS continuous use intention is influenced by user satisfaction,perceived value,user habit and perceived trust,with a stronger correlation.Among them,user habit,user satisfaction and perceived value have the positive influence on the continuous use intention(the positive influence of the user habit is the most important),while perceived trust has the reverse influence on the continuous use intention.It is also found that the control variables,such as user's age,educational background and income,show significant differentiation effects on the continuous use intention.The path of user's gender on user's habit and satisfaction influencing on the continuous use intention has a significant moderating effect.The path of user's geographic background and technical background affect the path of satisfaction on perceived interaction and also user's habit has moderating effects on continuous use intention.However,the user's technical background has a significant moderating effect on the path of user satisfaction influencing on the users' continuous use intention.The main innovations of this study are as follows:(1)the study builds the MSNS continuous use intention model from such dimensions as users,products,society and environment,enriching the perspective of the researches on MSNS;(2)research on the Significant difference effect of control variables such as age level,educational level and income level of the natural attributes of user on continuous use intention,improving the interpretation degree of continuous use intention theory.(3)the study constructs the moderating model of the MSNS continuous use intention from individual perspectives such as user's gender,technical background and geographical background,revealing that user's gender,technical background and geographical background respectively have moderating effect on some paths influencing the MSNS continuous use intention,deepening the effect mechanism of MSNS continuous use of intention model.