社会化媒体用户使用行为影响因素实证分析

通过对微信用户使用行为的问卷调查，获取社会化媒体用户使用行为信息，尝试将整合型技术接受与使用模型理论、感知风险理论、媒介丰富度理论和使用满足理论相结合构建理论模型，对影响社会化媒体用户使用行为的各方面因素进行实证分析.通过SPSS和AMOS软件进行结构方程模型分析发现，该理论模型解释度较高，对社会化媒体用户使用行为给出了比较全面的解释.结果表明，技术接受因素、内容资源因素和使用满足因素对社会化媒体用户的使用行为有正向影响，而感知风险因素对社会化媒体用户的使用行为有负向影响.
This paper obtains the information of users’ behaviors of social media through the questionnaire survey on We Chat. It attempts to construct a theoretical model in combinination of the UTAUT model, the perceived risk theory, the media richness theory and uses and gratifications theory, in order to analyzes factors influencing the users’ behavior of social media. The analysis based on structural equation model using SPSS and AMOS software shows that, the proposed model is effective in explaining the users’ behavior of social media. The result means that, technology acceptance, content resources and use gratifications have a positive impact on the users’ behavior of social media, while perceived risk has a negative one