Members Of The Sns Social Networking Site In A Different Trust Model, Motivation And Behavioral Research

With the rapid development of the network, the social network service(SNS) gradually becomes one of the main network applications.This research is on the basis of the related researches, such as theory of motivation and behavior and TAM model, and takes SNS users as objectives, concerning about probing into their motivations, understanding their behaviors of SNS users to constitute an hypothetical model. Different from other virtual communities, SNS is a real-name system, so trust variable is added into the model.Empirical research methods were adopted, including questionnaires and data analysis. The research is mainly concerning about classifying the motivations of members and exploring the direct relations between motives and behaviors under different level of trust.After the 1st questionnaires' releasing,178 valid samples were used in factor analyze in SPSS. The motivations of SNS's users are classified to 6:information and instrumental motivation, recreational and aesthetic motivation, social connection motivation, altruism motivation, sense of belonging and personal identification, intrinsic motivation. The hypothetical model was verified and 230 samples were released. It's used in SPSS to analyze 225 valid samples including descriptive statistical analyze, reliability analyze, factor analyze, correlation analyze, and regression.This study can provide some useful advice for the providers of social network service and promote the healthy development of SNS.