Research On The Social Media Users Adoption Behavior And Its Influence Factors In Task Context

At present,social media plays a dual role of task hub and emotional connection,and the use of social media has become an emerging trend in the work of enterprises and organizations.However,few studies have explored the social media users adoption behavior and its influence factors in the task context.This study mainly discusses at the individual level.Based on the S-O-R framework,motivation is identified as stimulus,adoption intention is identified as organism,and specific behavioral behavior is identified as response.Combining motivation theory and social-technical perspectives,motivation is divided into social factors(social interaction and social presence),technical factors(convenience and personalization),and informational factors(information fit-to-task and information seeking),and usage behavior is divided into reinforced use and varied use of two dimensions.At the same time,according to the field theory,inertia and strengths use are introduced as two moderator variables to explore whether the relationship between the adoption intention and the two behaviors is moderated,and form the final research model.The questionnaire is distributed through online research,SPSS 19.0 and Smart PLS 3.0 software are used to process valid sample data to verify the hypothesis of this study.Through empirical research,the following conclusions are obtained :(1)In addition to social presence and personalization,social interaction?convenience?information fitto-task and information seeking have significant positive effects on adoption intention;(2)Adoption intention has a significant positive effect on both the reinforced use and varied use;(3)The relationship between adoption intention and reinforced use is negatively moderated by inertia,the relationship between adoption intention and varied use is positively moderated by strengths use.Finally,based on the research conclusions,several suggestions are put forward for managers and technology providers on how to better guide and promote users to use social media correctly and actively to complete tasks.