Research On The Antecedents Of Social Media Usage

With the user acquisition costs rising,the development of mobile Internet industry has entered the "second half".As a typical representative of mobile Internet,mobile social media is facing the dilemma of slow user growth.In a basically stable market structure,social media companies are choosing to reduce their advertising expenditure and shift from pursuing growth to fine operations.How to make users continue to use products,enhance user stickiness,and create more value have become common concern of the theoretical and practical circles.This study adopted information technology identity to explore the effect of one's self-identification with social media driven by social media artifact and user perception on reinforced use and varied use.This research perspective reflects the social context of the interweaving between information technology and social structure,making up for the deficiency of the existing research on the relationship between the information technology and identity theory.According to the data received from 347 users of We Chat,this study empirically tested the proposed model.The empirical research shows that virtual co-presence,self-presentation,deep profiling,self-efficacy and perceived control have positive effect on information technology identity,which positively impacts reinforced use and varied use.