The Effect Of The Strength Of Social Ralation On Applications’ Usage Intention In Social Network

The technology acceptance model (TAM) has been widely used in user’s acceptance behavior research in the new electronic technology field since Davis put forward it at1989. Davis&Venkatesh put forward the improvement model of TAM-TAM2at2000, started introducing the factor of social influence at the same time. With the rapid development rate of the social network, people will transfer more and more offline activities to online, and the interaction between people will gradually have great changes. At that time, social relationship between people is becoming more and more complex, and the influence of social relations to the behavior of the individual is gradually catching scholars’attention. In social network such as weibo, facebook, Q-zone and so on, more and more third party applications attached to the social network platform offer social network users and satisfy their various kinds of needs such as life, entertainment, work after the open of API. Such as the popular social interaction application happy farm on domestic social network renren meets the people’s living and entertainment needs."Social network platfomi+social network platform application (such as social networking little game, etc.)" has been admitted as a gold mine in the Internet. The social network platform’s application will produce inestimable influence to web2.0in the future, but the research on application of social network platform is still in the initial and exploring stage.Based on the above reasons, this paper will focus on revealing the following things:if the existing technology acceptance model is limited to research user acceptance behavior in a social network environment, what factors will affect the technology acceptance of the application on Social network platform, how the strength of Social relation strength will effect users of social network to accept the new application based on social network? The paper’s main research contents and achievements include:1. constructing user acceptance of technology model of social network platform applicationThis research expands the TAM model to build user acceptance of technology model of social network platform application by introducing the social influence factor, the strength of social relation after summarizing and reviewing the user technology acceptance theory, social impact theory and social relation theory. The author collect questionnaire data through the snowball way, and exploit the data through correlation analysis, principal component regression method to verify the influence of major factors which are perceived usefulness, perceived ease of use, informational social influence, normative social influence on the user acceptance of applications on social network platform.2. verifying the significant adjustment influence of the strength of social relation between the social influence factors and perceived usefulness, behavior intentionThis research reveals that the strength of social relation is a significant regulatory role between informational social influence and perceived useful, informational social influence and behavior intention, normative social influence and perceived useful, normative social influence and behavior intention by using the hierarchical regression analysis methods to analyzing the data from596valid samples.3. summarizng up the measuring method of relationship strength between two social network usersThis research sums up the quantitative measuring method of relationship strength between two social network users through summarizing the predecessors’ previous literature about the relationship strength measurement dimensions.4.putting forward some management strategiesBased on above research conclusion, we will put forward some management Suggestions for social network platform operators and application developers on the basis of internal and external factors of the acceptance of application on social network platform.