The Empirical Research Of Mobile Social Applications Users’ Continued Willingness Based On Network Externalities

With the rapid development of Mobile networks technology, mobile social applications have rapidly popularized, and have quickly gathered a large number of users, and have formed a large commercial ecosystem which based on the media of mobile terminal equipment. The users are the core of the ecosystem and play a key role for the continued development of the entire ecosystem. However, for mobile social software suppliers, the initial registered users are only foundation of its existence and aim to achieve its expected value that you must ensure the continued use of registered users and increase the number of the faithful and active users. To solve this issue, you must analysis what factors need to be impact on the continued use of mobile social software user’s wishes.Based on the above issues, this paper analyses from the users’ perspective and investigates the users’perceived network externalities-network size and complementary how to enhance users’perceived network interaction; and analyses users’ perceived network interaction how to influence their trust to the system and then how to influence users continued use willingness, and is with" wechat " as an example of the research design and empirical analysis. The empirical results show that the size of the network.. respectively complementary are both significant positive impact on the three dimensions of network interaction (controllability, connectedness and responsiveness); and only connectedness has significant positive impact on trust; and trust positively affects users continued use willingness and plays a complementary intermediary role in users’perceived network interaction and users continued use willingness.Combined research findings, this study suggests that mobile social software Suppliers take network externalities strategy to expand the user resources; synergistically develop system function to enhance user interaction perception; expand connections sticky to win customers trust; and create a good ecosystem to guarantee multi harmonious development.