A Study On The Determinants Of Chinese Intentions To Use Mobile SNS

With the development of3G technology and the popularity of smart phones, mobile SNS has attracted a large number of users. To explore the determinants of Chinese intentions to use mobile SNS has both theoretical and practical significance, in order to improve the users’ perseverance of services and get further development of mobile SNS.This paper uses empirical analysis from the users’perspective, based on the technology acceptance model, adopted statistical demographic variables, perceived playfulness, perceived risk, perceived cost and the theory of network externalities, to build the model of the user’s intention, so as to exploring the relationship among the intention and various factors.The paper carried out the reliability, validity analysis, correlation analysis, regression analysis and structural equation model validation to draw a conclusion that perceived usefulness, perceived ease of use, perceived playfulness and network externalities will be significantly positive to intention;perceived risk would negatively affect user’s intention, in addition, different demographic factors also affect the perseverance of mobile SNS. The paper suggested that mobile SNS carry out word-of-mouth marketing and differentiated marketing to enhance network externalities, develop valuable features to facilitate people’s social activities, make it more fun, simplify interface and operating methods and strengthen information security, thereby enhancing the user experience and get further development of mobile SNS.