An Empirical Study On The Influential Factors In Continuance Usage Of Youth QQ

With the implementation of the "Internet +" strategy and the rapid changes in mobile technology,various mobile clients have leapfrogged.Among many mobile applications,social applications are the fastest-growing applications in recent years.QQ is a social application launched by Tencent.Looking back on its 20-year development history,QQ has always occupied the leading position in the industry.Especially in the youth,they are more willing to use QQ than other social software.So,what are the factors that affect young people's continued use of QQ? Will they continue to use QQ in the future? Looking back at the existing literature,although the academic community has paid attention to the continuous use intention and behavior field of mobile social applications,the research is still in the initial stage,and the theory of authoritative fixedness has not yet been formed.At the same time,most research targets target all user groups and lack targeted research for specific groups.Based on the expectation confirmation theory and technology acceptance model,this paper constructs a model of the influential factors of QQ youth users' continuous use,and comprehensively uses questionnaires,statistical analysis methods and interview methods to investigate the use of youth mobile QQ and use SPSS 24.0 and AMOS.23.0 Statistical tools conducted a study of 539 valid samples.The study draws the following conclusions:(1)The continued use of mobile social software QQ by adolescents is determined by factors such as psychological satisfaction,expectation confirmation,perceived ease of use and perceived usefulness;(2)gender and academic qualifications among adolescent groups There were no significant differences between the two groups of variables involved in the study model;(3)psychological satisfaction,perceived usefulness,perceived ease of use have a significant positive impact on the continued use of adolescents,and continued use of intentions The regression equation is:continuous use intention = 0.162 × psychological satisfaction + 0.206 × perceived ease of use+ 0.279 × perceived usefulness;(4)expectation confirmation,perceived usefulness,perceived ease of use,psychological satisfaction of adolescent QQ Significant positive impact,the regression equation of psychological satisfaction is: psychological satisfaction = 0.407 ×expected confirmation + 0.284 × perceived usefulness + 0.175 × perceived ease of use;(5)expected confirmation can have adolescent perception of QQ usefulness The regression equation with significant positive impact and perceived usefulness is: perceived usefulness =0.520 × expected confirmation.According to the research findings,this study proposes the following suggestions for QQ management: developing multiple functions,improving user satisfaction;paying attention to system usability and paying attention to user experience;adopting active marketing strategies to meet user expectations;strengthening online and offline linkages to shape QQ brand value.This study further expands the applicable objects and adaptation scenarios of the classic model,and can provide some reference for the mobile user application in the new media environment.