社交媒体用户不持续使用行为模型构建及实证研究

doi:10.3772/j.issn.1000-0135.2020.09.008

情报学报

2020, Vol. 39

Issue (9): 963-978 DOI: 10.3772/j.issn.1000-0135.2020.09.008

情报分析方法与技术

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社交媒体用户不持续使用行为模型构建及实证研究

程慧平¹, 苏超², 王建亚³

1.西北大学公共管理学院，西安 710127
2.大连理工大学经济管理学院，大连 116024
3.天津财经大学管理科学与工程学院，天津 300222

Discontinuous Usage Behavior Model of Social Media Users: An Empirical Study

Cheng Huiping¹, Su Chao², Wang Jianya³

1.School of Public Management, Northwest University, Xi􀆳an 710127
2.School of Economics and Management, Dalian University of Technology, Dalian 116024
3.School of Management Science and Engineering, Tianjin University of Finance and Economics, Tianjin 300222

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摘要厘清社交媒体用户不持续使用行为影响因素，对于社交媒体运营商优化服务、减少社交媒体使用对用户带来的消极影响具有重要意义。以认知情绪理论的“认知→情感→行为意向”为模型框架，基于期望不一致理论与社会比较理论下的负面情绪（嫉妒、后悔、沮丧）构建社交媒体用户不持续使用行为模型。通过网络问卷收集了541份用户的数据，采用偏最小二乘结构方程模型（PLS-SEM）进行实证分析。研究结果显示，期望不一致会引起用户使用社交媒体后产生不满意，不满意是用户形成不持续使用意向的主要因素，进而影响社交媒体用户产生不持续使用行为。用户在社交媒体中的社会比较产生的嫉妒会引发沮丧、后悔负面情绪。嫉妒、后悔、沮丧均会引起社交媒体用户使用不满意；后悔对不持续使用意向的直接影响显著，但沮丧的直接影响不显著。期望不一致会让用户使用社交媒体而感到后悔。后悔在期望不一致、嫉妒对不满意的影响中起部分中介作用，沮丧在嫉妒与不满意之间起部分中介作用。不满意在后悔对不持续使用意向影响中起部分中介作用，在沮丧、嫉妒与不持续使用意向之间起完全中介作用。社交媒体使用年限、社交媒体中朋友的数量对社交媒体用户不持续使用行为的影响不显著，而每天使用社交媒体时间长度的影响显著。本研究丰富与拓展了社交媒体不持续使用的理论研究，为社交媒体运营商理解用户不持续使用行为规律提供了参考。

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	程慧平
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关键词 ：社交媒体, 认知情绪理论, 期望不一致理论, 社会比较理论, 不持续使用意向, 不持续使用行为

收稿日期: 2019-05-06

基金资助:国家自然科学基金青年科学基金项目“面向个人用户的云存储服务使用行为机理及安全风险控制研究”（71603075）；江西省社会科学规划基金一般项目“青少年社交媒体瘾形成过程、驱动因素及干预机制研究”（19XW04）。

作者简介: 程慧平，男，1984年生，博士，教授，硕士生导师，研究方向为信息资源管理，E-mail:cheng_huiping@163.com。苏超，男，1989年生，博士研究生，研究方向为IS用户行为。王建亚，女，1980年生，博士，副教授，硕士生导师，研究方向为信息服务与用户行为。

引用本文:

程慧平, 苏超, 王建亚. 社交媒体用户不持续使用行为模型构建及实证研究[J]. 情报学报, 2020, 39(9): 963-978.
Cheng Huiping, Su Chao, Wang Jianya. Discontinuous Usage Behavior Model of Social Media Users: An Empirical Study. 情报学报, 2020, 39(9): 963-978.

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https://qbxb.istic.ac.cn/CN/10.3772/j.issn.1000-0135.2020.09.008 或 https://qbxb.istic.ac.cn/CN/Y2020/V39/I9/963

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