An Empirical Research Of The Impact Of Social Factors On User’s Intention To Participate SNS

SNS-social networking services, also be named as social networking services,social network sites, social networking sites. The study taking the newestdevelopments about the SNS into account, and breaking the shackles of the thetraditional definition of SNS.First, SNS is a website (social networking site), it’salso a service (social network service), the site is just a platform, whice provideusers a service. The users of SNS interact with each other and willing to maintainthe relationship by publishing information, and responding to the information postedby others, or around a common theme of a small group released share multimediainformation between the users, and therefore building the feeling of satisfaction.Thecore of SNS is the communication between users. SNS as an important socialphenomenon is important to businesses who interested in the network market andwho want to develop in this environment could find huge opportunities if theyunderstand the factors whice influnce the users to participate in SNS and then makeof the business strategy.In case of the development of SNS, this article redefine SNS cross-management,sociology, psychology three disciplines, explore the influencing factors of theimpact of user’s intention to participate in SNS though the three social impactways-compliance, identity and internalized. The article verify that the social factors-subjective norms, social identity, group norms directly affect the user’s intention toparticipate SNS. The motivation to use SNS is specifically refers to socialmotivation in this article, whice include perceived social interpersonal interactionand perceived social enhance and is influnced by the social factors, could affectuser’s intention to participate in SNS. The study used a structural equation modelingto test the conceptual model, and the main findings are following:(1) Subjective norms and group norms can direct positive impact on the user’sintention to participate in SNS. Subjective norms, social identity and group normscan affect the the user motivation of the user willingness to use indirect impact. Thearticle is prove that the social impact is indeed affected users’ willingness toparticipate in SNS.(2) Subjective norm have a direct positive impact on the perception ofinterpersonal interaction user motivation. As well as social identity and group normsdirect positive effect on the two aspects of social motivation-to perceived interpersonal interaction and perceived social enhance, whice are proved verifydirect positive impact on the user’s willingness to use.