| In recent years, SNS has developed dramatically in China. SNS is a kind of service based on network building model namely, social networking service. So it is an important issue that maintaining the long-term relationship of providers and users. The user's continued use of motivation is the decisive factor that maintaining a lasting relationship of the website users and operators. This study will focus on analysis of the factors that influence the users'motivation providing the better recommendations for the SNS website operators.The research model consists of four parts: antecedent variables, mediating variables, outcome variables and adjustments variables. Among them, the antecedent variable in users'mind is the cognitive characteristics of the site's entertaining, interactive, personalized, usefulness, ease of use. Mediating variable is the behavior of participation and commitment. Outcome variable is the continued use of the intention. Self-efficacy as a variable is to study the adjusting results of the characteristics and participation.After the survey of the website users, we got some useful data for the research. The empirical results show that the basic assumption of the study was verified. The main conclusions are:1. Entertainment, usefulness, and interaction have a significant impact on the participation behaviors, but ease of use and personal impact of the act of participation is not obvious.2. The strength of participation behavior has a important impact on the three dimensions of commitments.3. By adding the path, we find that the usefulness and personalization have a significant impact on the continued and emotional commitments.4. Continued commitment and normative commitment have a significant positive impact on the continued use of the motivation, but the influence of the emotional commitment to continued use of the motivation is not obvious.5. SNS site's self-efficacy plays a regulatory role in the process of entertainment and usefulness act of participation. |
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