Research On Influence Factors Of Usage Intention Of Strange Social Applications

With the rapid development of the mobile Internet and the social,economic and cultural development in China,the social and entertainment needs of the mobile terminal have become increasingly strong.In recent years,with the birth of comprehensive instant messengers such as WeChat and QQ,social media applications such as Weibo,and social software for mobile strangers like MoMO and Tantan,our social and entertainment modes are undergoing subtle changes.And our works continue to transfer online.The rapid development of social applications targeting mobile strangers such as MoMo and Tantan not only attracts a large number of users to try and use,but also facilitates more and more businesses to join the competition of strangers social.Through analysis of the development of MoMo,the author found that it experienced a rapid growth in the number of users from 2011 to 2014,followed by declining in 2015,and a significant rebound of the past two years.What could be the reasons of the ups and downs? What made Momo turn the tide to re-enter the road of high growth performance? These are largely related to the number of users and the use viscosity of the platform.Therefore,it is of great importance to study users' willingness to use social networks for strangers.This paper summarizes the relevant research at home and abroad as well as the characteristics,development trends and user characteristics of strangers social fields,and analyzes in depth the influencing factors of users' willingness to use the social application of strangers.Based on the TAM model,a theoretical model of the willingness to use social applications for strangers was constructed,incorporated with theories of perceptual entertainment,subjective norms,network externality and social interaction.Thirteen research hypotheses were also proposed.In this paper,we used the method of empirical research to obtain sample data from questionnaire,conducted descriptive statistics,reliability analysis and validity analysis of the collected data using SPSS.In addition,Amos software was used to construct the structural equation model test.The final results show that seven variables have a positive and significant impact on the intention to use social applications for strangers.The seven variables are interaction efficiency,subjective norms,perceived usefulness,perceived entertaining,social orientation,perceived risk and perceived ease of use.Network externality generated impacts on the use of the intention through perceived usefulness.