【摘要】 随着移动互联网的发展,移动即时通讯软件也得到了迅速的推广,尤其在大学生群体中使用广泛,但目前缺乏对其使用行为影响要素全面系统的研究。本文以大学生为调查群体,UTAUT2模型为基础,结合社会影响理论,提出研究假设和理论模型,采用问卷调查的方式收集数据,运用结构方程方法得出了大学生即时通讯软件使用行为的影响要素,包括绩效期望,便利条件,价格价值,习惯和社会影响,其中团队规范在社会影响要素中最为重要。这些成果对于即时通讯软件的后续运营和发展具有一定的借鉴意义。更多还原

【Abstract】 With the development of mobile Internet,mobile instant messaging software has been widely used,especially in college students,but there is still a problem of lacking comprehensive and systematic research on the influencing factors of instant messaging software using behavior.Firstly,based on the UTAUT2 model and taking college students as research group,this paper puts forward the research hypothesis and theoretical model combined with the social influence theory.Secondly,this paper uses questionnaire to collect data.Finally,this paper analyses data using the method of structural equation and obtains the influencing factors of instant messaging software using behavior.The factors include performance expectancy,facilitating conditions,price value,habit and social influence in which group norms are most important.These results have certain reference significance for the follow-up operation and development of instant messaging software.更多还原