大学生持续使用社交媒体的影响因素对比研究*--以微信、微博和人人网为例

摘要

Purpose/Significance] This paper is an empirical research aimed to identify the factors influencing college students' continued usage of different social media and discuss how universities' information departments, such as library, should set up an information plat-form based on social media. [ Method/Process] Based on combining with the theories including motivation, uses and gratifications, ex-pectation-conformation and the information system success model, the study constructs a unified model of factors influencing continued us-age. After that, a research on three kinds of social media is conducted, using the same scale. [Result/Conclusion]Finally through the val-idation of factor analysis and structural equation model, three kinds of factor models for different social media continuously used by college students are proposed, and some suggestions about what universities should do to set up information platform and select appropriate social media based on the common and different factors are given by comparing the three models.%[目的/意义]针对影响大学生持续使用不同社交媒体的因素，以及高校图书馆等信息机构如何选择社交媒体建立信息平台进行了实证研究。[方法/过程]通过结合动机、使用与满足、期望确认理论和信息系统成功模型，构建了统一的持续使用影响因素模型，并使用同样的测量量表对三种社交媒体进行调研，最终经过因子分析和结构方程模型验证，提出了三种不同社交媒体的影响因素模型。[结果/结论]通过对比三者包含的因素和相互关系，发现了大学生持续使用社交媒体的共同因素及不同因素，据此为高校建设信息平台及针对性地利用社交媒体提出了建议。