On Impact Mechanism Of Social Attachment Of Social Software Users

With the rapid development of the new round of information technology and the popular application of social media,the attachment relationship between users and social media has received more and more attention from practitioners and scholars.Social media is playing an increasingly important role in public life with its "fission" mode of communication and fan sedimentation ability.However,as an attractive technology-based product,social media has changed the way of life of the public,but it also faces the challenge of "aesthetic fatigue",resulting in a lack of continuous use of social media by users.Experts say that users continue to use social media because they form social attachments to it,and that insight into the mechanism of its influence is important for social media business practices.However,existing studies have explored social attachment systematically in a limited way.In view of the significant advantages of attachment theory in describing the relationship between individuals and specific objects,this study extends the application of attachment theory to social media use contexts and systematically investigates the mechanisms of social attachment influence on social media users from the following three aspects.The first is the development of a multidimensional scale of social attachment in the context of social media use and its reliability test.This study takes attachment theory as the basis for scale development and explores the concept and structure of social attachment based on the full consideration of the development of multidimensional scales for adult attachment,brand attachment and local attachment,combined with existing related studies on social attachment,and selected three representative social media,Tik Tok,We Chat and Micro Blog,as theoretical samples.In this study,the social attachment scale was developed through qualitative interviews and open-ended questionnaires,and SPSS24.0 and Mplus7.0 were applied to test the social attachment scale.The results of the study found that social attachment consists of three constructs: social connection,social dependence and social identity,and the developed scale has good reliability and validity,which provides a referable theoretical basis for in-depth exploration of issues related to the continuous use behavior of social media.The second is a study on the prediction of continuance intention by users' social attachment.In order to improve the explanatory validity of social media users' continuous use behavior,this study proposes a new theoretical model based on attachment theory and combined with social presence theory as the theoretical basis of the study,and deeply analyzes the role and mechanism of social attachment on continuance intention.In this study,a valid sample of 526 mass users of Tik Tok,We Chat and Micro Blog was used for structural equation modeling analysis by applying Mplus 7.0.The results of the study found that social attachment had a significant positive effect on continuance intention and its effect was moderated by social presence,but loyalty did not mediate the relationship between social attachment and continuance intention.This study examines social attachment as the main influencing factor leading to users' persistent use of social media and reveals the mechanism of social media users' persistent use behavior.The third is a study of the effect of user perceived value on social attachment.This study uses perceived value theory to construct a theoretical model with regulation and mediation to explore the mediating mechanism of perceived value affecting social attachment and its boundary conditions.In this study,two waves of data collected from 477 Tik Tok,We Chat and Micro Blog users were analyzed by structural equation modeling using Mplus 7.0.The findings found that perceived value significantly influenced social attachment and that belongingness mediated the relationship between perceived value and social attachment,but the moderating effect of privacy concerns was not fully validated.Among them,the effects of entertainment value and social value on social attachment were not moderated by privacy concerns,except for the relationship between information value and social attachment,which was inhibited by privacy concerns.This study examined the effects of perceived value in practice in the context of social media use and revealed the underlying mechanisms by which perceived value influences social attachment.Compared with the existing literature,this study is innovative in the following aspects.First,this paper develops and verifies the social attachment scale in the context of the use of social media.The multi-dimensional measurement scale of social attachment developed in this paper fills the defect of previous studies that there is no measurement scale,realizes the quantitative study of social attachment,and provides theoretical reference for further exploration of the relationship between social attachment and the continuous use of social media.Second,this paper constructs and empirically analyzes the mechanism by which social attachment affects willingness to continue using.This paper confirms that social attachment has a significant positive effect on users' willingness to continue using,but it does not have an effect on users' willingness to continue using through loyalty.The results of this study make up for the lack of the previous explanation of users' continuance Intention social media from the perspective of loyalty,and expand the relevant research on the mechanism of users' continuance Intention social media from the perspective of social attachment.Thirdly,this paper constructs and empirically analyzes the framework of perceived value influencing social attachment through belonging.This framework complements previous research showing that perceived value not only directly affects social attachment,but also contributes to social attachment through belonging,it is a big departure from previous studies of direct effects.The results build a research system that explains the social attachment caused by belonging from the perspective of perceived value,and expand a new perspective to study the formation mechanism of social attachment among users of social media.Fourth,examine the privacy concerns of social attachment relations in perceived value influence.This paper examines the role of privacy concern as a moderating variable between perceived value and social attachment,verifies that privacy concern has different moderating effects on different perceptual value and social attachment relationships,and reveals the boundary conditions of the effect of perceived value on social attachment,which provides important management implications for the further development of social attachment.