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随着Facebook、twitter、开心网、人人网等网站的发展,以社交、娱乐为主的新型信息技术——社交网站服务(SNS)引起了理论和实践的重视。本文以技术接受模型为理论基础,结合SNS的社交性和娱乐性创新地提出了SNS技术接受模型,即增加了准社交、社交影响、娱乐消遣等重要构念。通过针对高中生和大学生为调查对象的277份问卷数据,采用Smart PLS进行实证分析。结果表明,感知有用性和感知易用性在SNS中仍发挥作用,同时,社交影响对SNS接受意愿有着显著正相关,受到邀请、结构嵌入性对社交影响存在正相关影响。本文创新性地提出了社交影响对SNS接受模型的影响,扩展了技术结构模型在SNS中的应用。
With the development of websites such as Facebook, Twitter, Kaixin, Renren, etc., the new information technology-social networking service (SNS) mainly based on social and entertainment has aroused great attention in theory and practice. In this dissertation, based on the theory of technology acceptance model, SNS technology acceptance model is put forward based on social and entertaining innovation of SNS, which adds important concepts such as quasi-social interaction, social influence and recreation. Through the questionnaire data of 277 questionnaires for high school students and college students, we use Smart PLS for empirical analysis. The results show that perceived usefulness and perceived ease of use still play a role in SNS. At the same time, there is a significant positive correlation between social influence and SNS willingness to accept. Invasion and structural embeddedness have a positive impact on social influence. This paper proposes innovatively the influence of social influence on SNS acceptance model and expands the application of technology structure model in SNS.