Research On The Impact Of User's Experience Awareness On Intentions In Social Media Environment

With the rapid progress of information technology,various social media platforms have made rapid progress,and the number of social media users in China have increased rapidly.The development of social media has a great influence on the economic and cultural development of the whole society.It plays an important role in China's economic,political,cultural,social construction and even ecological civilization construction.The number of users using social media continues to grow,while users' satisfaction with social media is on the decline.There are many reasons,the mass of information leads to the risk of irritability,potentially causing people to use is a lot of concern,privacy risk reducing confidence in social media,which may be the reason of the decline in customer satisfaction.The user's experience perception can directly reflect the user's intention to use social media.How does experience perception affect the use intention of social media? The potential privacy risk is becoming more and more serious,then users pay more attention to the privacy of use intention exists between privacy concern and perception,intention to use the three whether there is a relationship,these problems are worth studying.The purpose of this study is to study the impact of perceived experience on intention to use,and the moderating effect of privacy concerns on its impact,and then to promote user use and make recommendations.In this study,systematically reviews the relevant literature about experience perception,privacy concerns and intention to use,on the research model of Technology Acceptance Model and privacy concerns,this paper puts forward the hypothesis of this study,and construct the theoretical model.The method of data collection in this paper is questionnaire survey.According to the relevant data of We Chat users,questionnaires were designed and collected.A total of 345 questionnaires were received,of which 332 were valid questionnaires.The collected valid data were analyzed by SPSS and AMOS.The reliability test,validity test and normality test were used.The test results show that structural equation analysis can be carried out.Then,AMOS is used to estimate the structure equation model,test the goodness of fit,analyze the path,revise the model,and analyze the moderating effect of multiple groups.The results of this study indicate that perceived usefulness has no significant positive impact on intention to use.Perceived interest has no significant positive influence on the intention to use,and the same privacy concerns do not exist in the two hypotheses.Perceived ease of use intention to use of social media has significant positive effects,there are significant negative influence perceived risk to the user's use intention,perceived to have a significant positive influence on intention to use at the same time,privacy concerns on the three influence relationship also has a moderating effect.