社交网络持续使用：从众行为和习惯调节作用

摘要

This paper examines the impact of conformity behavior and habit on users’ continuance intention in the context of social networking services (SNS) in order to extend the ECM-IT model. By applying the related research on conformity be⁃havior and habit, we build a model to study the impact of perceived usefulness and satisfaction moderated by conformity behav⁃ior and habit on users’ continuance intention. We empirically test the model by using survey data of 202 Chinese SNS users. The results show that conformity behavior strengthens the relationship between perceived usefulness and users’continuance intention, and habit weakens the relationship between satisfaction and users’continuance intention. Finally, we discuss the im⁃plications of these findings and propose the guidelines for future research.%文章通过探究在社交网络服务（SNS）情境下从众行为和习惯对用户持续使用意向的影响来拓展ECM-IT模型。结合从众行为和习惯的相关研究，提出了从众行为和习惯调节感知有用性和使用满意度对用户持续使用意向的影响的研究模型。通过问卷调查的方式收集了202份中国社交网络服务用户的数据，并利用实证研究方法进行数据分析。研究结果表明，从众行为增强了感知有用性对用户持续使用意向的影响作用；习惯减弱了使用满意度对持续使用意向的影响作用。最后，提出了文章的管理启示以及对后续研究的一些建议。