Social Network Service User Intention To Use Impact Study Of The Factors

With the development of information technology, the internet has developed into Web2.0 era from original Web1.0 era. In Web2.0 era, Social Networking Service (SNS) is the most popular internet product, and also is a hedonic information systems carried by web site which purpose is help users expand society by providing users interaction functions. Such as:renren (xiaonei), kaixin and Facebook. SNS has the characters of personalized, interactive and social, and can break the limits of time and space based on the theory of"Six Degrees of Separation". SNS is a new e-commerce model which purpose is promotes the intercommunication with each other, and this model will play an important role in information technology industry in the future.Now, China's SNS has a good political environment, stable economic environment, a large user scale and sophisticated information technology and other conditions, very rapid development momentum, and the market prospect is good. At the same time, many foreign SNS have entered China market one after the other. However, related to Europe, the United States and other developed regions, China's SNS started later, while still is new, homogeneity is serious, and user acceptance is not high. With the further development of the industry and industry competition, SNS providers should be aware of the causes of user acceptance and appeal to the user with their services design and development. Therefore, the research on the use of Social Networking Service intention of influencing factors, and providing a reference for the proposed provider of SNS has important practical and theoretical significance.Based on the technology acceptance model (TAM), theory of planned behavior (TPB) and task-technology fit (TTF) and the user intention to use SNS as the research object, from the "task-technology fit" perspective of the user intention to use SNS, and through "individual innovation" is divided into user groups with high innovation and low innovation groups to study these factors in the differences between different user groups. Reading through the literature and questionnaires, using structural equation modeling ideas, the use of SPSS17.0 and AMOS7.0 software for data analysis, this paper gains some significant results ,including three innovations.(1)"Task-technology fit" is introduced to the present study domain;(2)The diversity on relationships between "task-technology fit", perceived usefulness and perceived ease of use among different groups is found;(3)"Task-technology fit" of factors is studied, and the factors are introduced to the present study domain.Based on the above analysis, this paper also provides some suggestions on development of Social Networking Service in China.