Factors Affected On Use Intention: An Empirical Study On SNS

SNS(Social network service), is a booming internet technology based on Web 2.0. In recent years, many kinds of SNS websites have been launched, for example, Facebook, which is one of the most popular and the most valuable SNS websites in US. The number of its registered users has reached 40% of internet users in the whole world. In China, SNS is popular among young people. Many internet users have accounts in different SNS websites, but they only always use one or two of them. The other accounts have been turned into silence or non-active one. Base on that clue, we think some factors have effected on the use intention of SNS. It's clearly a typical technical acceptance issue. Therefore, we try to find the main factors affected on user's acceptance and use intentions of SNS, based on TAM theory and other IS theories.We firstly analyzed SNS's development and users'characteristics, and did lots of literature reviews. We built a SEM based on the theory of TAM and FLOW, and introduce external factors, E-SQUAL and Social influence, into the conceptual model. Finally, we found:1. We proved perceived usefulness and perceived easy of use have directly effect on use intention, which means TAM is suitable in SNS use intention research; 2.As the external factors of model, E-SQUAL, perceived enjoyment and social influence have positive effects on the model; 3. Three dimensions of E-SQUAL, customization, convenience and security, have positive effects on the model.From the perspective of theory and practice, we make a modest contribution to the study of SNS use. From the view of theory, we firstly combined TAM and FLOW model together into SNS use research, and sorting the external factors which have effects on the model; And from the side of practice, we proposed three advices to marketing strategy makers, including SNS customization strategy, enforcing the functions'of entertainment and e-business, and oral marketing targeted to specific people.