Research On Influencing Factors Of Student User’s Use Behavior In Social Network Recruitment Platform

The booming development of Internet technology has promoted the rapid rise of social network recruitment platforms represented by Zhaopin.com,BOSS Zhipin and51 job.com.These platforms are favored by job seekers for their advantages of providing convenient access to employment information and job hunting and recruitment services,and have become an important choice for the majority of job seekers.In fact,as the main group of job-hunting students,the use of social network recruitment platform demand is more obvious.Especially in recent years,the number of graduates has reached new highs repeatedly.The large student base and the adaptability of the platform,the national policy support for graduates’ employment and the favorable economic development situation in China provide good opportunities and environment for the development of social network recruitment platforms.These platforms attract the use of student job seekers with their natural advantages.The rapid development of Internet job hunting and recruitment mode has also brought many challenges to numerous social network recruitment platforms,which has increased the risk and uncertainty factors of the majority of student job seekers in the process of job hunting,and affected their platform use experience.How to improve student user satisfaction,enhance user stickiness and experience,and tap potential student user groups have become an important topic worthy of attention in academia and industry.Through the review of relevant literature,it is found that the current relevant studies are mostly on the operation strategy of social network recruitment platform and other aspects.Although some researchers have paid attention to the user behavior of the social network recruitment platform,on the one hand,the theoretical models established are relatively simple in variables,mostly exploring the influence mechanism of user behavior from the platform itself,lacking multidimensional systematic generalization.On the other hand,all users are generally surveyed from the same perspective,which lacks the subdivision and definition of user groups and ignores the differences among different user groups,leading to the universality of the research results.Based on the above background,this paper adopts a combination of qualitative and quantitative research methods to dig deeply into the factors affecting student users’ use of social network recruitment platforms.Firstly,through in-depth interviews with student users,primary text materials were obtained,and 8 variables were extracted,and the research hypothesis relationship was constructed,and the initial measurement model was constructed.Secondly,questionnaires were compiled and distributed according to the variables extracted from the in-depth interview,and670 valid questionnaires were finally collected.SPSS26.0 and AMOS24.0 software were used to conduct descriptive statistical analysis,reliability and validity test,correlation analysis and structural equation model test of the questionnaire data.The results show that information demand,perceived value,extroverted personality,information quality,service quality,community influence and environmental support have positive effects on student users’ use behavior of social network recruitment platform.Use intention has positive effect on use behavior;System quality has no significant effect on students’ use behavior of social network recruitment platform.Information demand plays a partial mediating effect between environmental support and use intention.Perceived value plays a partial mediating effect between information quality and use intention and between service quality and use intention.On this basis,this paper analyzes the research conclusions from micro individual,medium media and macro social levels.From the micro level,personal information needs,the motivation of network socialization and self-presentation brought by extraversion,and the cognition of the value of the platform give rise to the intention and behavior of use.From the perspective of the medium,the information and service quality presented by the platform determine the user’s intention and behavior of use.From the macro level,interpersonal relationship and organizational support establish and influence users’ cognitive adoption,and the dual internal competition between employment pressure and platform development as well as employment policy support drive users’ intention and behavior.On this basis,this paper puts forward the following enlightenment for the development of social network recruitment platform:network social capital has become an important resource for users to find jobs;The decentralized pattern reconstruction needs the platform to strengthen user content satisfaction and service experience.Platform self-expansion and external supervision need to work both ways.In conclusion,this paper studies the influencing factors of student user behavior on social network recruitment platform.On the theoretical level,it verifies the influence of individual factors,platform quality and social environment.From the perspective of communication,it provides a new interpretation perspective for the mechanism of student users’ use behavior of social network recruitment platform,which has a certain expansion and contribution to the theoretical model of factors influencing user use behavior of social network recruitment platform.On the practical level,it can provide guidance for the platform to further develop and improve the service,optimize the user experience of student users,enhance the stickiness of use,and attract potential student users.It provides ideas for relevant departments to strengthen the supervision of the platform,create a good operating environment of the platform,provide a good job-hunting atmosphere,and jointly promote students to achieve high-quality employment.