Research On Selfie Behavior Of Users In Social Network Service

In recent years, Social Network Service(SNS) has attracted a large number of users worldwide with the rapid development of network technology, as an information platform it has become a common means of communication in people’s daily life. Selfie as an important part of SNS has not only reflected the young to show themselves and chase fashion, but also become a symbol for everyone to keep up with our era. In our society full of free thoughts, both general public and public figures are keen to adopting selfie to interpersonal communication and information sharing, etc.In this paper, selfie behavior of uers in SNS is investigated, influence factors on user’selfie behavior have been analyzed. It is attempted to adopt technology acceptance model(TAM), which includes variables such as perceived usefulness, perceived ease of use, use attitude and behavior, to study user’s selfie behavior in SNS. In addition, combined with characteristics of SNS itself as well as selfie users, some other research variables including usage & satisfaction, motivation and human needs are added in this research.Based on theory of rational behavior, TAM, usage & satisfaction theory and maslow’s hierarchy theory of needs, variables and assumptions for influence factors on users’selfie behavior in SNS are put forward, and further conceptual model is established, finally data collected by questionnaire survey has been analyzed. Through analysis of pretested data, questionnaire survey is modified by both reliability test and validity test, which finally forms the questionnaire survey for data analysis. Data analysis mainly contains description for users’feature, normal distribution test, Structural Equation Model(SEM) and regression analysis, with analysis results modification for hypothesis and model has been made.It is found though research that human needs, perceived ease of use, motivation, satisfaction have positive influence on perceived usefulness significantly. Perceived usefulness, perceived ease of use, satisfaction have positive influence on use attitude. Use attitude has positive influence on motivation and use intention significantly. Social values of this research are showed in below two aspects:(1) it provides a reference for later scholars to study selfie behavior in SNS; (2) it is beneficial to scientifically guide college students to make reasonable selfie.