社会化网络服务用户理想忠诚研究.PDFVIP

第32卷摇 第8期 情摇 报摇 杂摇 志 Vol.32摇 No.8 2013年8月 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 JOURNAL OF INTELLIGENCE摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 摇 Aug.摇 2013 社会化网络服务用户理想忠诚研究* ———基于沉浸理论和信任承诺理论 1 1 2 张摇 嵩摇 丁怡琼摇 郑大庆 (1.青岛大学国际商学院摇 青岛摇 266071; 2.上海财经大学信息管理与工程学院摇 上海摇 200433) 摘摇 要摇 基于沉浸理论和信任承诺理论,从行为忠诚和情感忠诚两个维度构建了社会化网络服务(SNS)用户理想 忠诚研究模型,并利用结构方程模型对来自人人网、开心网、QQ校友等国内知名度较高的社交网站注册用户数据进 行了实证分析。 与已有研究结果相比,情感承诺和沉浸体验的结合提高了对SNS用户忠诚度的解释力;社会认同作 为一类关系要素对沉浸体验的影响最强;沉浸体验和人际信任对情感承诺也有积极影响。 关键词摇 社会化网络服务(SNS)摇 沉浸体验摇 人际信任摇 情感承诺摇 理想忠诚 中图分类号摇 G203摇 摇 摇 摇 摇 摇 文献标识码摇 A摇 摇 摇 摇 摇 摇 文章编号摇 1002-1965(2013)08-0197-07 Research on UsersIdeal Loyalty of Social Networking Services: Based on Flow Theory and Commitment-trust Theory 1 1 2 Zhang Song 摇 Ding Yiqiong 摇 Zheng Daqing (1.College of International Business,Qingdao University,Qingdao摇 266071; 2.School of Information Management and Engineering,Shanghai University of Finance and Economics,Shanghai摇 200433) Abstract摇 Based on the flow theoryandcommitment-trusttheory,aresearchmodelofSNSusersidealloyaltyconsistoftwodimensions of behavior and affective loyalty was developed. Empirical data collected from domestic popular SNS websites were analyzed through StructuredEquationModel. Comparedwithearlier studies,theinterpretationpowerofusersloyaltywasimprovedwiththecombinationof affective commitment and flow experience. Socialidentity,asone ofthekeyrelation factors,hasthemost significant impact on flowex鄄 perience. Flow experience and interpersonal trust also have positive influenceson affective c