Understanding The Influence Of Social Capital On Users' Continuance Intentions To Use Workplace Social Platform

With the development of internet technology,Social Network Sites(SNS)emerges and grows up rapidly.The rapid growing of social network also provides great marketing opportunities for vertical social network.As a relatively mature segment of vertical social network,workplace social network palys an important part in increasing the individual performance and industry influence power of the members basing on the social capital accumulated by the network members on its platform.For workplace managing,the main challenge exists in how to use the social capital,which is used for users to accumulate social capital in the network platform of the workplace,to meet the demands of users in the workplace,and how to use this to increase user stickiness.Some literature surveys have been done and according to these researches,the user's demands for social network in the workplace is closely related to its accumulation of social capital.As there are an amount of literature on the concept,classification,and the influencing factors of social capital,this research aims at the relationship of user behavior intentions and social capital,about which there is relatively limited literature.In order to enrich the diversity of social capital research,this study uses social capital theory,expectation confirmation model,and perceived risk theory to study the impact of social capital on the user's continuous intentions to use the workplace social platform.In empirical study,twelve.groups of situation were designed using the orthogonal experiment design method.Then,293 samples data were collected through the situation type questionnaire survey.Finally,the hypothesizes about the perception of capital of users in workplace social platform,and the user perception factors'impact on continuous intentions to use are verified by the structural equation model.We obtain several valuable conclusions through empirical analysis,which are described as follows:The continuous intentions to use the workplace social platform will be promoted directly by the users' perceived usefulness and satisfaction.Perceived risk will inhibit the intentions.Perceived usefulness can increase user satisfaction on workplace social platform,while perceived risk reduces satisfaction.The shared workplace language,shared vision,and workplace action synergy in the cognitive dimension enhances the user's perceived usefulness.Social interactions in the structural dimension positively impact user's perceived usefulness.The trust,reciprocity,and identity of workplace in social platform with respect to relationship dimension negatively impacts perceived risk.Among them,identity of workplace social platform also negatively impacts satisfaction.The workplace status and social contancts in the rewards dimension have positive impact on user's satisfaction.Based on the social capital theory,expectation confirmation model,and perceived risk theory,the study has built the relationship between social capital and continuous intentions to use with respect to user's perception.The contributions of this study can be described as follows:Compared to previous study which reveals the relationship between social capital and continuous intentions to use,this study also reveals the relationship between the social capital and user's perception,and the relationship between user's perception and continuous intentions to use.And we also identify the relationships between cognitive dimensions,structural dimensions,relationship dimension,reward dimensions and user's perceived usefulness,perceived risk,satisfaction in the workplace social platform.Meanwhile,basing on the conclusions drawn from the empirical research,the study has put forward some feasible suggestions forward to the managers of workplace social platforms.For example,for a workplace social platform,it is necessary to enhance the collaboration among users in the workplace,improve the communication between the common workplace vision users,and also maintain the workplace context of the platform.The managers are adviced to strengthen the social attributes of the platform to help users achieve real social interaction and help users create personal workplace brands by the social interactions.Besides,efforts should be made to enhance the trust between users,supervise the implementation of workplace regulations,and strive to improve the function of the platform.Digging the workplace recruitment scene can meet the demands of the user's workplace status,while helping users keep social networking.