Research On Influence Factor Of Continuance Usage Intention Of Mobile Social Network Service

With the rapid development of mobile Internet industry and information technology, people pay more and more attention to that the Internet brings them, and with the popularity of smartphones and the rapid development of mobile social network service, it has not only attracted numerous groups to use mobile social network to carry on the various activities, but also attracted many companies to join the competition of mobile social network. Mobile social network has gradually become the object of many scholars’ attention and research, the mobile social network is fierce competition and rapid development, it is to be solved that how to improve the viscosity of mobile social network users, and how to develop the mobile social network in view of the characteristics and needs of the users, and to explore the main factors that influence the continuance usage intention of mobile social network.This article reviews the current research about mobile social network at home and abroad, and summarizes the concept, characteristics and development of mobile social network, and analyzes the main factors that influence the continuance usage intention of mobile social network. On the basis of expectation confirmation model(ECM), and integrated with theory of reasoned action(TRA) and theory of planned behavior(TPB), this study extends ECM with new factors, including perceived entertainment, perceived privacy risk, perceived switching costs and subjective norms. It constructs the research model of mobile social network users’ continuance usage intention, and puts forward 11 research hypotheses, and verifies the assumptions of this model with the structural equation model. The results prove the good explanation ability of this model, and support most of the hypothesis.This article bases on the empirical research method. First, referred to the previous classic scale, and combined with the mobile social network background, it creates the questionnaire about the continuance usage of mobile social network, and takes 261 valid questionnaires back through the "questionnaire star" platform. And then uses the SPSS 19.0 to make descriptive statistics analysis, reliability analysis and validity analysis. Finally, uses AMOS 17.0 to verify this structural equation model. According to the final results, continuance usage intention is influenced by six factors, including expectation confirmation degree, satisfaction, perceived usefulness, perceived entertainment, subjective norm, perceived switching costs. Subjective norm and perceived switching costs affect continuance usage intention directly. Perceived usefulness has indirect impaction on continuance usage intention by satisfaction. Perceived privacy risk has no significant impaction on continuance usage intention.In the end, combining with the actual situation, this article explains the hypothesis test results, and puts forward reasonable operation suggestions and reference for mobile network operators according to the research conclusion. Under the fierce competition market environment and serious homogenization phenomenon, this paper studies has certain theoretical and practical significance.