摘要
【目的/意义】移动社交网站深入到了每个人的生活,人类的网络化生存方式全面开启。考虑个体用户参与动机,在把握用户隐私顾虑和信任基础上,从优化用户感知、提升用户参与度角度来设计和运营网站,可以有效提升用户粘性和参与强度。【方法/过程】本文在构建了用户信任、隐私顾虑对移动社交网络参与动机和参与度影响模型基础上,收集调查问卷所获数据,应用偏最小二乘法(PLS)对提出的研究假设及其模型进行实证检验。【结果/结论】研究结果表明信任与隐私顾虑、隐私顾虑与参与动机之间存在负相关关系;信任与参与动机、参与动机与参与强度之间存在正相关关系;研究结果为优化微博建设、细化客户群体提供了理论依据。
[ Purpose/significance ] Mobile social networking sites go deep into everyone＇s life, and human network-based sur- vival is fully open. Considering the participating motivation of individual users, based on the the grasp of user privacy con- cerns and trust, from the view of optimizing the user perception and enhancing the user participation to design and operate the site can effectively enhance the user stickiness and participation intensity. [ Method/process ] This paper constructed the model of user trust and privacy concerns on participation motivation and participation intensity.Based on the data obtained from the questionnaire, the proposed hypothesis and its model were tested by partial least squares （PLS）. [ Results/conclu- sion] The results show that there is a negative correlation between trust and privacy concerns, privacy concerns and partici- pation motives;there is a positive correlation between trust and participation motivation, participation motivation and partici- pation intensity.
出处
《情报科学》
CSSCI
北大核心
2017年第12期108-114,共7页
Information Science
基金
吉林省教育科学"十三五"规划重点课题(ZD17038)
吉林省教育厅"十二五"社会科学研究(吉教科文合字[2014]第29号)
关键词
新浪微博
信任
隐私顾虑
参与动机
参与强度
： Sina Micro-blog, trust, privacy concerns, participation motivation, participation intensity
