An Empirical Study On Factors Affecting User Usage Of Social Network Service In Web3.0Era

With the booming of Internet applications,the social networking service has become one ofthe most popular Internet applications.Social network based on the six degree of separationtheory,much of the users of all ages to expand their circle of friends through friends offriends,also factors affect the user to use the social networking service a growing concern.Withthe era of Web3.0user groups compared to ordinary portal to provide useful information toattract the uncertain,social networking services are gradually become more complex and richfeatures.Social networking service is more focus on users experience and interaction,not onlyhave their own fixed group of users,but also to improve user stickiness.These are essential for thesocial networking service.In this study based on the technology acceptance model and combined with knowledge ofthe field of Communication Studies to built a social networking service users influencing factorsmodel Reliability and validity of the questionnaire according to the questionnaire pre-textstatistical results in the data analysis phase, and then ues SPSS software to analyze thequestionnaire data.Testen in the model testing stage,through AMOS7.0software assumptions ofthis study.According to the results of research and analysis,this study obtained the followingconclusions:1)Perceived usefulness and perceived ease of use has a direct positive impact on the use ofintention.This conclusion suggests that the technology acceptance model apply equally to thesocial networking service research background.2)Perceived ease of use direct positive impact on perceived usefulness,cosistent with theresults of previous studies.3)New variable SNS popularity、SNS interactivity、SNS security、 personalization of SNSuse intention was going to a direct impact.