Social-networking Function Measure Of Non-social Networking Websites And Impact On The Intention To Use

Social function measure of non-social networking sites has not been involved in Website quality evaluation of existing domestic and international research. Therefore, in the trend of social networking, it is important that how to measure the social funciton of non-social networking, which influent user emotion and behavior intention. On the one hand, it expands the traditional quality evalution system, and enriches the TAM and online consumer behavior theory. On the other hand, it provides useful guiding principles and methods for the design of non-social networking's social networkin features.Based on the literatrue review, conbining the traditional behavior research method and questionaires, this study explores social networking feature dimensions of non-social networking,based on which, discuss social networking function's impact on users'perceives pleasure and peiceived pleasure's impact on behavior intention. What's more, this study verify perceived social usefulness moderate the relaition between perceived pleasure and behavior intention.After empirical data processed and analyzed by SPSS 17.0 and Smart-PLS, innovative research results obtained are as follows:(1) Social networking features of non-social networking are constituted by the four dimensions:ease of sharing, social-based login and sharing personalization, management based on conmmunity.(2) Ease of sharing and management based on community had positive influence on perceived pleasure which had positive influence on intention to use.(3) Sharing experiences moderate the relationship between ease of sharing and perceived pleasure, and perceived social usefulness moderates the relationship between perceived pleasure and intention to use.