The Model Study On The Users Update Behavior In Social Network Sites

Based on the uncertainty reduction theory, this article generates a new factor named―update‖, which used to describe uses behavior in SNS, and then establishes a whole model to explain how similarity, social attraction effects update. This article also exams if uncertainty reduction theory works in SNS.In the survey, 300 questionnaires were sent offline, and 232 questionnaires were returned, of which 177 valid questionnaires, response rate was 77.3%, effective recovery rate of 59%. While 70 questionnaires online collected. All questionnaires were analyzed by SPSS and structural equation modeling to statistical analysis the collected data, estimated the theoretical models assume adaptation indicators, and tested the proposed path of the various assumptions, and analysis of the causal relationship, affecting the degree and mechanism between the variables.According to the results, uncertainty reduction theory also works in SNS, and similarity has a positive effect to update, but surprisingly social attraction has a negative effect to update. We discuss the results, and put forward some suggestion for SNS to improve the service and performance.