Research On The Use Of College Students’ Image Social Behavior Based On TAM Model

Image is becoming one of the main forms of social communication.With the increasing penetration of image social style into people’s daily life,image has become the basic element of people’s access to information and communication.How it affects college students’ user groups and what factors will affect users’ willingness to continue to use is an important topic worthy of further research.This paper introduces Tam technology acceptance model,takes college students as the key research object,takes the image social networking platform "Netease LOFTER" commonly used in college students as the research platform,combined with user experience theory and social presence theory,analyzes the influencing factors of College Students’ image social sustainable use intention,and explores the behavior habits and characteristics of College Students’ image social interaction.This paper adopts an empirical quantitative research method.Firstly,the factors affecting the sustainable use intention of college students are extracted in the form of pre interview,and a questionnaire is designed and distributed;Then apply spss25 0 and amos24 0 software to process and analyze the data,and get the model framework of College Students’ willingness to use images socially.Finally,the behavior pattern characteristics of College Students’ image social interaction are analyzed and summarized through participatory observation.Through this study,it is found that perceived usefulness,perceived ease of use,perceived entertainment,perceived cost,intimate presence,visual availability and behavioral availability are significantly correlated with college students’ willingness to continue using image social interaction.At the same time,college students prefer platforms with beautiful interfaces and rich images when using image social networking.They are not afraid of the cost of time flow,and they will send images to social networking platforms after refinement,and obtain self-recognition and satisfaction according to others’ likes and comments.