The Impact Of Social Network Opinion Leaders On User Adoption Of Mobile Applications

With the popularity of smart phones and the rapid development of the mobile Internet,development of mobile applications is entering a booming era.Now the mobile application has become indispensable in People's Daily life activities,such as using the phone APP achieve order,payment,travel,learning,communication and so on,the function of the mobile application has covered all aspects of people's life.However,despite the scale of mobile users is quite large and potential market of mobile application is very wide,but due to lack of deep understanding about mobile application development process of the user requirements,coupled with the fierce competition,it's too late for the mobile application development department finish precise design,launch 'the product immediately after design,cause the mobile applications market presents the status that serious homogeneity,the number of mobile application is large but similar in functionality.Facing the various different function and huge amounts of mobile applications,users are often difficult to make the best choice.In addition,because of not understand the costs and function of mobile applications,the phenomenon users download mobile applications but delete it soon is often appear,it's not only a bad experience to the users and make them embarrassed,but also may lost a potential user for mobile companies.How to provide users with the most accurate mobile application recommendations,meet the needs of users,to create a good user experience concerns the mobile application stores and manufacturers.At present,the development of mobile application stores and market present a social trend.Marketing mobile application through social networks has become an important channel for mobile application stores and markets.As opinion leaders in social networks tend to have higher social status,more abundant information channels,coupled with the opinion leaders have more favorable economic conditions and professional knowledge structure,so they always have a more profound understanding and abundant experience on mobile applications.In addition,opinion leaders have strong influence in social network,also makes their recommendation information about mobile application to be a major source while users choosing a mobile application.Yet despite know social network opinion leaders has strong impact on the mobile application adoption of users,but the current research for opinion leaders how to affect adoption of the mobile application is still relatively lack.Study the effect of opinion leaders for mobile application user adoption,will not only benefit to reveal the influence factors in the process of mobile application user adoption in the social network,also benefit for mobile application stores and vendors achieve a reference for using opinion leaders strategy to promote adoption of mobile application.On the basis of previous studies,this paper first analyzes the user roles in the process of adoption of mobile applications and the behavior characteristics of adoption,points out that under the social trend,behavior characteristics of adoption of mobile applications include actively searching for information,focus on rankings,downloads,attaches great importance to the comments.Discusses the users role of users in the process of adopting mobile application,summarizes the influence factors in the process of the user adoption,summed up the impact and influence model of opinion leaders in the process of mobile application user adoption,and puts forward influence level of opinion leaders affect users adopting mobile application.Based on integration of the AISAS model and ISMAS model and characteristics of opinion leaders,this paper analyzes the opinion leaders' importance of word-of-mouth information dissemination and sharing session,and present opinion leaders' using strategy based on the AISAS and ISMAS model.Secondly,in view of three roles of the users in the process of mobile applications adoption,this paper adopts different theories and research methods,to research opinion leaders' intention path as well as the factors promote the influence of opinion leaders play a greater influence in the process of mobile applications adoption,mainly including the following three aspects:(1)For skilled users,this article is based on TAM extension model,integrates the information dimensions and social characteristics dimensions of the opinion leader,build the model that opinion leaders affect user adopting the mobile application.Through empirical research methods,using of structural equation model,finding out the path of opinion leaders affect the mobile application user adoption.Empirical study results show that the influence of the opinion leaders on mobile application user adoption is mainly based on the user's perceived usefulness and perceived number of users,at the same time,speciality and awareness can improve the user's trust in the information pushed by opinion leaders,and based on the trust,which can affect the will of user adopting mobile applications.In addition,gives out possible reasonable explanation for hypothesis which not passes the test.(2)For consumer users,based on the theory of diffusion of innovation,combining with the cellular automata and multi-agent simulation methods,build the migrating cellular automata model of small world network,and through simulated experiment to find out the role of opinion leader and the influence factors in mobile applications diffusion which prompt opinion leaders improve the speed of mobile applications adoption rates and adoption,find out the influence factors which stimulate opinion leaders play a good role in the process.The results show that the opinion leaders can accelerate the diffusion of innovation process,but has little effects on the diffusion rate.Space size and type of population has great influence on opinion leaders effect accelerate innovation diffusion,only in the appropriate type of space and the crowd,opinion leaders can play the biggest role.The number of opinion leaders has a great influence on the effect of acceleration diffusion of innovation,reduce the number of opinion leaders,will extend the diffusion time and reduce the spread of the final number.The position of opinion leaders in the space of has a great influence on the effect of diffusion of innovation,it's suit to use distributed diffusion strategies in the small and medium-sized space,and in large groups of people is suitable for centralized diffusion strategies.Product complexity has a great influence on the effect of opinion leaders to accelerate diffusion of innovation,high product complexity can seriously slow down the process of diffusion and reduce the permeability of difusion,but low complexity is easy to cause the enterprise products are easy to copy and replace.Rewiring probability may affect opinion leaders to accelerate innovation diffusion,but need to be treated with caution.(3)For social users,based on the theory of social network analysis,set opinion leaders in centre of social network,and connecting with the cellular automata and multi-agent simulation methods and views evolution model,through simulating experiment on view evolution of the mobile application while the opinion leaders in the network affect members,factors such as types of opinion leaders,influence domain,view threshold were carried out to find the influence of opinion leaders.The results show that the trust threshold has a certain effect in the process of opinion leaders affect the mobile application user adoption,but different types of opinion leaders has different effect,in a fixed trust threshold,center-degree opinion leaders are always the best choice.In the mobile application promotion,the number of opinion leaders should not be too much,and probably less than Rogers set point in the innovation difusion theory.The size of influence domain about opinion leaders has a certain role in affecting the mobile application user adoption,but different types of opinion leaders have different effect.Finally,according to the conclusion of the empirical research and simulation research,put forward a series management strategy with the aid of opinion leaders for the user's three different characters respectively,to promote the mobile application user adoption.