基于网络效应的SNS网站用户参与动机和参与强度研究

以用户使用社交性网络服务(SNS)网站的参与动机和参与强度关系为研究目的,运用动机理论和网络效应理论,构建基于网络外部性的SNS网站用户参与动机和参与强度关系模型,选取人人网用户作为调研对象,通过问卷调查方式进行实证研究。研究表明:娱乐性动机是影响用户参与强度的主要因素;间接网络效应(感知附加功能)对用户参与动机全部具有显著影响,但直接网络效应(参与成员数量)对用户的参与动机只有局部显著影响,且娱乐性动机在网络效应和参与强度的关系中起到了中介效应作用。依据研究结论,SNS网站的运营商应在明确网络环境下的"动机—行为"理论的基础上,从鼓励用户分享、丰富娱乐资源,构建服务平台、探索新的盈利模式两个方面加强自身建设。

Research on Motivation and Participation Intensity of SNS Users

This paper applies motivation theory and network effect theory to structure a SNS user’ motivation and intensity model based on network externality to study relationship of SNS users’ participation motivation and intensity.An empirical research is conducted by selecting questionnaires from the users of Renren.com.The findings are that entertainment motivation is cardinal factor influencing user’s participation motivation,indirect perceived function has obvious influence on motivation and number of participants has only partial effects,and entertainment motivation has a mediation effect in the relation of net effect and participation intensity.Based on the theory of "motives-behavior"and the understanding of network environment,SNS operators should encourage users to share,enrich entertainment resources,build service platform and explore a new profit model to strength SNS.