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社交网站这一新兴的信息系统逐渐引起众多学者的研究兴趣。本文以人人网为例,从网站用户流失的问题出发,对用户的持续使用进行了实证研究。研究以期望确认模型为理论基础,在该模型上引入了感知趣味性、感知易用性和感知转换成本三个新的影响因素,通过结构方程模型对研究模型和假设进行验证。验证的结果支持了绝大多数假设,且模型具有较好的解释能力。最后提出了本研究对管理的启示,以及对后续研究的一些建议。
The emerging information system of social network gradually arouses the interest of many scholars. This article takes Renren as an example, starting from the problem of loss of website users, and conducts an empirical research on the continuous use of users. Based on the expectation confirmation model, this study introduces three new influencing factors: perceived interest, perceived ease of use and perceived conversion cost, and verified the research models and assumptions through structural equation modeling. The validation results support most of the assumptions, and the model has good explanatory power. Finally, the author puts forward the enlightenment to the management of this research and some suggestions for the follow-up research.