Based On The Degree Of Trust, Involvement And Perceived Risk Of Sns User Participation Behavior Empirical Research

Under the support of the modern information technology, a large-scale social network is built for analoging or reconstructing the interpersonal relationship shaped in the real world, which called Social Networking Service(SNS). User participation is proved to be the critical factor for the success of the SNS, the construction and management of SNS depends primarily on voluntary participation. However,SNS active users around the world had been falling in recent years, lurker users who visited the SNS regularly but always kept silence or posted little to be the mainstay of SNS. They prefer to online stealth and unknown to public, widespread participation is not in accordance with their characters. How to encourage lurker users to participate actively is worth to be discussed definitely, which helped to improve financial performance of SNS enterprises.Motivation theory is widely used to research on user participation behavior in SNS field, the informational, recreational and communicational motives are turned out as the main reasons to interpret it. Nevertheless, mechanism analysis and empirical support are still insufficiently in terms of how users participation is driven by various factors. This paper bring in perceived risk theory and involvement theory to build a concept model, which take trust, involvement and perceived risks as the antecedent factors to answer these questions:What are the factors can promote the user participation, and, What is the action mechanism of these factors.Then, empirical analysis is proceed based on the data collected at random from registered users of SNS around the whole country via web.The main conclusions are obtained as follows:1. Trust and involvement degree are proved to take significant positive impacts on user participation.2. The paradox between perceived risk and user participation is confirmed. Though the privacy risk and function risk are taken into consideration, users are still continue to participate in SNS interactions. Trust is weakened observably by perceived risks.3. Two types of antecedent factors---elational embeddedness and immersion experience---are identified which take significant positive impacts on involvement degree. Relationship maintenance and immersive entertainment experience can evoke users’enthusiasm efficiently to involve in SNS interaction. 4. Relational embeddedness is proved to take significant positive impacts on trust. In addition, involvement degree is also proved to take significant positive impacts on trust through model modification in the stage of assume inspection.In short, This paper opens the scope of users participation behavior in SNS and extends the research contents of it at the same time. Beneficial enlightenments are given at the end for SNS operators.