Reaserch On Factors Of Users' Acceptance Effects On Social Network Service Based On The TAM Model

With the development and updating of internet technology, considerable social networking websites, such as Renren, Facebook, and Kaixin, were emerged because of demand. Social networking websites were highly recommended since they were considered to be helpful to expand personal connections based on broad social network structure. They were not only used as a tool to maintain the existing relationship among modern social people, but also became a new potential way which changing the social networking habits of modern social people. To improve the usage of social networking website, it is very significant to conduct the research of impacted factors of users'acceptance and relationship among those factors.This thesis elaborated the principle of customer acceptance of the TAM model based on the summary of the previous relevant reference. This research investigated the most widely used website Renren, set up and identified corresponding TAM model. A survey was conducted to identify a significant TAM structural equation model that contains eleven explicit and four implicit variables. And using statistical analysis software SPSS17.0 and AMOS7.0, LISRIL structural equation modeling software, using 257 network users as valid samples for factor analysis and hypothesis testing model. Finally, the 60 survey data is reserved for empirical analysis and test. Which prove that the structural equation modeling to determine the social networking site for the user acceptance factors and user acceptance evaluation of social-networking site has a good application and theoretical value.In addition, this thesis analyzed three impacted user acceptance indicators includes perceived usefulness, perceived ease of use, and behavioral intention are based on the hypothesis research, and it also proposed corresponding countermeasures for the three sites involved in the main web site developers, web site users and network services operators. For management department, they should make data collection and research work to understand customer needs, to publicize the site, to improve social awareness site; For software development department, knowledge should be more application-oriented reference page, multi-user care about the game development, and important dates in the festival, when more than matched by activities designed to improve web site monitoring to avoid technical problems caused by disclosure of customer information. For hardware maintenance department, they should do the updates and hardware maintenance, to maintain the stability of the site. For Web users, Web site should be considered in the choice of site use are well-educated people, the site whether the search of information, the site is to provide a very comprehensive security, the site of the operation is convenient, etc.