Research On Influence Factor Of User Behavior Of Mobile Social Network Service

With the rapid development of mobile Internet industry, people pay more and more attention to that the Internet brings them. Especially with the emergence and spread of the mobile social network and intelligent mobile phones, it has attracted numerous groups to use mobile social network to carry on the various social activities. All of the above also speed up the development of the mobile social network. There is an agency says that the mobile phone will be the most popular tool in the next few years. Therefore lots of researchers have focused on mobile networks services, especially the user’s behavior of it.In the last few years, the research about social network service has obtained some great results. With a new appearance, social network platforms are prompting the optimization of interpersonal relationship and the changes of people’s lifestyle. Whether QQ in the mobile phone or mobile micro blog, etc., they are providing services for public with more advanced technology. However how to seize this outbreak market and attract more users, it needs us to learn more about the motivation and other influence factors of people using mobile SNS platform. With the above point of view, in the mobile Internet background, the purpose of the research is to study the influence factors about user’s behaviors that people use mobile SNS application. The results not only provide certain practical basis for platform developers, but also provide certain theoretical basis for the future more in-depth study of mobile Internet.This paper Bases on the empirical research method. First, combined with technology acceptance model which has extensively been used in academic fields, it puts forward the concept model in view of the characteristics of mobile social network, and then use the SPSS20.0to take questionnaires on the reliability and validity analysis, and last traffic out the unsuitable variable items of questionnaire. Second, with the left variables, it is concluded that causal relationship between variables by correlation analysis and regression analysis. About theoretical research hand, the paper has introduced theory of reasoned action and theory of planned behavior, especially the flow theory which has been used in the past related studies. According to features of mobile social networking, the study has provided some variables suitable for this research, such as user’s perception of high, perception of trust, etc., and then it is concluded the suitable model for studying the mobile social network user behavior factors.According to the contents related to the study, this paper is divided into six chapters. The first chapter expounds the background and significance of the research, and the method used in this research, and innovation point, and in the last lists the structure of the paper. The second part firstly explains the concept of mobile social network. After it takes a detailed introduction about research results of user behavioral factors, as well as involves four academic theories and technology acceptance model used in the study. The third part provides variables by reading literatures, and introduces the meaning of each variable in the study and their sources. The paper puts forward the related hypothesis between variables, and finally gets the conceptual model of the research. The fourth chapter presents the process of the questionnaire form, as well as the release of the questionnaire and data collection. By reliability and validity test with the questionnaire data, it is concluded the important data that the next step analysis needs. It is the most important parts in the fifth chapter. It mainly makes validation about the conceptual model and related assumption. The first is making the data descriptive statistical analysis to got general user characteristics, and the second is to get revised model according to the research conclusion. The sixth chapter makes a summary about the previous empirical analysis results, and points out the findings and the insufficiencies. In the end it puts forward some suggestions about the application, and points out the research orientation for the future.There are some main results such as the following aspects:1. the user’s perceived usefulness made direct influence on usage Intention for mobile social network.2. Subjective norm makes indirect impact on usage Intention through using attitude.3. In the high theory which is the key thing in this study, perception of high does play an important role in mobile social behavior. According to these findings, there have been some applied suggestions in the end. But due to time constraint, the study also appears unavoidably things. It will be improved in the further study.