【作者】 李楠；

【导师】 王铁男；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2017， 硕士

【摘要】 伴随信息技术的快速进步,各种社交媒体平台取得了突飞猛进的发展,中国社交媒体用户呈爆炸式增长。社交媒体的发展对我国的经济、政治、文化、社会建设甚至生态文明建设都发挥着重大的作用。虽然社交媒体用户数量越来越多,但是用户满意度却在下降。社交媒体中海量的信息导致人们产生烦躁、潜在的风险导致人们对使用存在很多顾虑、隐私风险减少人们对社交媒体的信任等,这些都可能是用户满意度下降的原因。用户满意度对使用意向有一定的影响。体验感知能直接反映用户满意度,是用户满意度的度量,因此可以通过体验感知来研究用户使用意向。那么体验感知是如何影响社交媒体使用意向的呢?用户对隐私侵犯的关注程度对使用意向是否存在影响,隐私关注和体验感知、使用意向三者之间是否存在着某种关系,这些问题值得研究。本文的研究目的是研究体验感知对使用意向的影响关系,以及隐私关注对其影响关系的调节作用,进而针对促进用户使用而提出建议。本研究通过对体验感知、隐私关注和使用意向的相关文献进行系统的梳理,基于技术接受模型和隐私关注相关研究理论提出本文的研究假设,并构建理论模型。本文的数据收集方法是问卷调查法,使用问卷星设计问卷,对微信用户的相关数据进行收集。本研究共收到345份问卷,其中有效问卷为332份。对收集好的有效数据用SPSS和AMOS进行描述性统计分析,信度检验、效度检验和正态性检验,检验结果表明可以进行结构方程分析。用AMOS进行结构方程模型的估计、适配度检验、路径分析、对模型的修正以及调节作用的多群组分析。研究结果表明感知有用性对使用意向没有显著的正向影响关系,感知趣味性对使用意向也没有显著的正向影响关系,同样隐私关注对两条假设的调节作用也不存在。在社交媒体环境下感知易用性对使用意向存在显著的正向影响,而感知风险性和使用意向之间有显著的负向影响关系,感知鼓励性对使用意向具有显著的正向影响关系,同时隐私关注对这三个影响关系也存在调节作用。更多还原

【Abstract】 With the rapid progress of information technology,various social media platforms have made rapid progress,and the number of social media users in China have increased rapidly.The development of social media has a great influence on the economic and cultural development of the whole society.It plays an important role in China’s economic,political,cultural,social construction and even ecological civilization construction.The number of users using social media continues to grow,while users’ satisfaction with social media is on the decline.There are many reasons,the mass of information leads to the risk of irritability,potentially causing people to use is a lot of concern,privacy risk reducing confidence in social media,which may be the reason of the decline in customer satisfaction.The user’s experience perception can directly reflect the user’s intention to use social media.How does experience perception affect the use intention of social media? The potential privacy risk is becoming more and more serious,then users pay more attention to the privacy of use intention exists between privacy concern and perception,intention to use the three whether there is a relationship,these problems are worth studying.The purpose of this study is to study the impact of perceived experience on intention to use,and the moderating effect of privacy concerns on its impact,and then to promote user use and make recommendations.In this study,systematically reviews the relevant literature about experience perception,privacy concerns and intention to use,on the research model of Technology Acceptance Model and privacy concerns,this paper puts forward the hypothesis of this study,and construct the theoretical model.The method of data collection in this paper is questionnaire survey.According to the relevant data of We Chat users,questionnaires were designed and collected.A total of 345 questionnaires were received,of which 332 were valid questionnaires.The collected valid data were analyzed by SPSS and AMOS.The reliability test,validity test and normality test were used.The test results show that structural equation analysis can be carried out.Then,AMOS is used to estimate the structure equation model,test the goodness of fit,analyze the path,revise the model,and analyze the moderating effect of multiple groups.The results of this study indicate that perceived usefulness has no significant positive impact on intention to use.Perceived interest has no significant positive influence on the intention to use,and the same privacy concerns do not exist in the two hypotheses.Perceived ease of use intention to use of social media has significant positive effects,there are significant negative influence perceived risk to the user’s use intention,perceived to have a significant positive influence on intention to use at the same time,privacy concerns on the three influence relationship also has a moderating effect.更多还原