社交媒体持续使用研究:以情感响应为中介

摘要/Abstract

摘要：

社交媒体作为新兴的信息来源和社交工具为人们享受数字化生活带来便利。然而，社交媒体过度窥探用户隐私，引发人们的隐私关注和担忧，严重影响了用户体验并成为用户流失的潜在诱因。基于“认知-情感-行为意愿”研究范式，探讨用户的认知因素和情感响应在用户持续使用移动社交媒体服务意愿中的关键路径和作用机理。采用问卷调查法收集239份有效样本，通过结构方程模型检验理论模型和相应的研究假设。研究结果表明正向情感响应（满意）对用户持续使用社交媒体服务有显著正向影响，然而基于隐私风险产生的负向情感响应（担忧）对行为意愿的影响效果强于正向情感响应。此外，情感响应在个人认知与持续使用意愿间起完全中介作用，自我效能在担忧与持续使用意愿的关系中起调节作用。

关键词: 情感响应, ", 认知-情感-行为意愿", 范式, 隐私关注, 社交媒体, 持续使用

Abstract:

As an emerging arena for social interaction and information source, social media has brought a lot of convenience for users to enjoy digitalized life. However, widespread privacy steal has raised users' concern and fear, seriously affected their experience in using social media and may lead to user loss. Relying on the "Cognition-Affect-Conation Pattern" (CAC) framework, this study investigates the role that the cognitive and affective factors play in users' intention of continuously using mobile social media. Based on data collected from 239 mobile social media users, the research model and all the hypotheses related are tested using structural equation modeling technique. The results show that positive affect appeal (satisfaction) exerts significantly positive effect on user`s continuous usage intention, whereas negative affect (fear) has a stronger effect. Besides, both satisfaction and fear fully mediate the relationship between personal cognition and user's continuous usage intention. We also find that self-efficacy plays a moderating role on the relationship between fear and user's continuous usage intention of social media.

Key words: affect appeal, cognition-affect-conation pattern, privacy concern, social media, continuous usage

陈昊, 李文立, 柯育龙. 社交媒体持续使用研究:以情感响应为中介[J]. , 2016, 28(9): 61-71.

Chen Hao, Li Wenli, Ke Yulong. Empirical Study on Continuous Usage of Social Media: The Mediating Role of Affect Appeal[J]. , 2016, 28(9): 61-71.

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