Research On User’s Continuance Intention Of Mobile Social Network Service Application Based On User Experience

As a new business model, the essence of mobile social network service(SNS) is to construct a business ecosystem based on mobile internet. This system brings together mobile internet users, software vendors, mobile operators, advertisers and so on. Various components establish organic links between each other, in order to work together to promote the harmonious and stable development of the system. In the business ecosystem that mobile social application vendor builds, users are core species. Therefore the Quality and quantity of users are critical to the overall health of the SNS business ecosystem. Studies have shown that the cost of obtaining a new user is much higher than keeping an existing user. The key of modern enterprise competition is to retain customers and increase user stickiness. Therefore, exploring factors that affect mobile social application users’continuance intention in order to increase user stickiness is an issue that builders of SNS business ecosystem should attach great significance. Since user-centric concept appears, There has been widespread concern to the research of user experience and has achieved fruitful research results. But there has little research in the field of SNS. This paper takes "weixin" as an example to explore the internal mechanism of factors that affect mobile social application users’ continuance intention from the perspective of the user experience and at the same time our model also takes switching costs into account. We aim to provide practical guidance and advice to the software vendors.Basis on the collected 192 valid questionnaires, we came to the basic conclusions which are as follows through the exploratory factor analysis, correlation analysis and regression analysis:(1)User experience has significant and positive influence on user’ continuance intention, and use satisfaction contributes a partial intermediary role between user experience and user continuance intention. In the five dimensions of use experience, the influence of involved experience, social experience and browsing experience is significant, but the influence of sensory experience, interactive experience is not significant.(2) Switching costs has significant and positive influence on user’ continuance intention,there is moderating effect of switching costs between user experience and user continuance intention. In the three dimensions of switching costs, the influence of procedural switching costs and relational switching costs is significant, but the influence of financial switching costs is not significant. Based on the above analysis, mobile social application vendors should take different measures to increase user stickiness, such as enhancing user experience, improving differentiation of products and excavating users’needs. At the same time, mobile social application vendors also should maintain a tolerant and open attitude, with the purpose of building a healthy and harmonious business ecosystem and promoting common development of every participant in this ecosystem.