Wang Lingyu, Zhao Wenguo, Sun Xianghong, Zheng Rui, Qu Weina
Institute of Psychology, Chinese Academy of SciencesBeijing, China; University of Chinese Academy of SciencesBeijing, China; School of Educational Science, Ludong UniversityYantai, China.
Institute of Psychology, Chinese Academy of SciencesBeijing, China; University of Chinese Academy of SciencesBeijing, China.
Front Psychol. 2016 Apr 29;7:619. doi: 10.3389/fpsyg.2016.00619. eCollection 2016.
Sina Weibo is a Twitter-like social networking site and one of the most popular microblogging services in China. This study aims to examine the factors that influence the intentions of users to continue using this site. This paper synthesizes the expectation confirmation model, constructs of habit and perceived critical mass, and the gender effect to construct a theoretical model to explain and predict these user intentions. The model is then tested via an online survey of 498 Sina Weibo users and partial least squares (PLS) modeling. The results indicate that the continuance intention of users is directly predicted by their perceived usefulness of the service (β = 0.299), their satisfaction (β = 0.208), and their habits (β = 0.389), which jointly explain 65.9% of the variance in intention. In addition to the effects of these predictors on the continuance intentions of Sina Weibo users, an assessment of the moderating effect of gender suggests that habit plays a more important role for females than for males in continuance intention, but perceived usefulness seems to be more important for males than for females. The implications of these findings are then discussed.
新浪微博是一个类似推特的社交网站，也是中国最受欢迎的微博服务之一。本研究旨在考察影响用户继续使用该网站意愿的因素。本文综合了期望确认模型、习惯和感知临界质量的构建，以及性别效应，构建了一个理论模型来解释和预测这些用户意愿。然后通过对498名新浪微博用户的在线调查和偏最小二乘法（PLS）建模对该模型进行了测试。结果表明，用户的持续使用意愿直接由他们对服务的感知有用性（β = 0.299）、满意度（β = 0.208）和习惯（β = 0.389）预测，这些因素共同解释了意愿方差的65.9%。除了这些预测因素对新浪微博用户持续使用意愿的影响外，对性别调节效应的评估表明，在持续使用意愿方面，习惯对女性的作用比对男性更重要，但感知有用性对男性似乎比对女性更重要。随后讨论了这些发现的意义。
