An Empirical Study On Factors Affecting User Continuance Intention Of Mobile Social Networking Service

In the past two years,as the new area of mobile internet applications, Mobile Social Networking Service (Mobile Social Networking Service, MSNS) has got rapid development. The Kelsey Group points out that the annual growth rate of the American young people using mobile social networking service is as high as182%; eMarketer also predicts that the global mobile social networking service users will reach800million by the year2012.In China,the mobile phone users of the top social networking site website-Renren has already reached6.9%. Mobile social networking service has brought new opportunity for the development of the Internet. We can find unlimited business opportunitiesfrom it too.Thus there being enough users become an important condition for social networking’s operation and development.It follows that the research on factors that affecting users’continuance intention of mobile social networking service is necessary and important.This paper first introduces the concept of mobile social networking,status of development and the status of research. Then we elaboratethe application status of Expected Confirmation Model(ECM), Technology Acceptance Model(TAM) and Customer Satisfaction Index Model(CSIM). We do a comprehensive analysis of related documents at home and abroad, then introducePerceived Playfulness and habits variables, and construct the model of factors affecting user continuance intention of mobile social networking service. We use questionnaire to collect the empirical data. The questionnaire of this research is designed by drawing lessons from related literatures.Putting the questionnaire on the Internet and recycling questionnaire arrangement, then acquire the empirical data。 In data analysis stage,we do reliability analysis and validity analysis of the questionnaire data first. And then we use the AMOS18to build the structurual equation model, besides we verify the hypothesis of this research. Meanwhile, we estimate the model variables’ impact over continuance intention.Through an empirical analysis of the data we get,this research mainly draw the following several research conclusions:To enhance the users’continued use of mobile social networking intent, we must lead the users to form the habbit of using social networks.The users’ satisfaction on the continuance intention has significant direct effect.In order to enhance the user continuance intention of mobile social networking service, we must try to enhance the users’satisfaction of mobile social networking.The Perceived Ease of Use and the Perceived Usefulness both have significant and direct impact on users’ Continuance Intention, and at the same time, the Perceived Ease of Use also have indirect effect by the Perceived Usefulness. Mobile social networking Service is a type of pleasure system, only if the users feel it is easy to use and helpful, they will have more strongly Continuance Intention.The Perceived Playfulness, Perceived Value,Confirmation and the image of the selected social networking brand of enterprise all set the satisfaction as the middle variable and have indirect effect on users’ Continuance Intention.In theory,this research constructs Expectation Confirmation Model(ECM) study of mobile social networking service. Not only enrich the theory of mobile social networking, but also expand the use of ECM model. From the sense ofpractice, this research find the factors that affecting users’ continuance intention of mobile social networking along with the corresponding intensity coefficients. We can make a good proposal for the development and operation of the social networking.