| With the development of Wireless communication technology and the popularity of smartphones and tablet PC, mobile SNS (such as WeiXin) has gained rapid development and attracted a large number of users. A large ecosystem of mobile social media is taking shape and mobile SNS as a kind of new business model is becoming ascendant. Users are core participants in mobile SNS ecosystems and play an important role in the healthy growth of mobile SNS ecosystems, because attracting a sufficient number of users is the first step to obtain earnings. How to improve the user’s perception of mobile SNS; How to develop mobile SNS for the user’s characteristics and needs; Whether this particular mobile social business model can be replicated? To answer these questions it is very important for mobile SNS suppliers to identify the factors that influence the user wishes to mobile SNS applications.This paper uses empirical analysis from the users’perspective, based on the technology acceptance model, adopted statistical demographic variables:system design, network externality, technology readiness and perceived risk, to build the model of the user’s intention. This paper has conducted a questionnaire and data collection for WeiXin, analyzed the sample data and tested the model as well as the hypotheses. The empirical results showed:System design, network externalities, technological readiness are user generated significant positive impact on intention to use; among them, perceived usefulness and perceived ease of use play some intermediary role in the influence of system quality and network externalities on use intention, play an intermediary role in the influence of technological readiness on use intention; perceived risk of the user wishes have no significant impact.This paper suggests that mobile SNS providers in-depth excavation user needs, enhance the quality of the system, strengthen the system security design, identify quality customers, expanding the market by the herd mentality, formulate the strategy from the angle of business ecosystem health, optimize the system environment, protect the stable development of business ecosystem. |
