Research On The Influencing Factors Of The Continuous Use Of Social Q&A Platforms By College Students

In the environment of Web3.0,users pay more and more attention to personal experience.However,the traditional single search engine can no longer meet the new needs of users.Social Q&A platforms have emerged in this era.The Zhihu platform is the most representative social question-and-answer platform in China.College students are also one of the most active members of the platform.Research on the willingness of college students to continue to use is of great significance to the development of the platform.Looking back at Zhihu’s 10-year development history,it has experienced rapid development in the initial stage of the platform,the number of users has continued to rise,and problems such as decreased user stickiness and decreased activity have also appeared.Then how to enhance users’ willingness to continue to use and maintain Retention rate is an issue that needs urgent attention at present.Looking back at the existing literature,most of the studies focus on all user groups as the research object,and there is a lack of targeted research on specific populations.At the same time,although the academic community has paid attention to the willingness to continue to use social question and answer platforms,it is still in the initial stage.There is still no authoritative theory.This research takes the expectation confirmation theory,technology acceptance model and information system continuous use model as the theoretical basis,introduces two new variables,information quality and perceived entertainment,and constructs a model of the factors affecting the willingness to continue using the knowledge of college students.The in-depth interview method,questionnaire survey method and statistical analysis method were used to investigate the willingness of college students to continue using Zhihu,and 602 samples were analyzed using SPSS24.0 and AMOS21.0.The following conclusions are drawn:(1)Perceived usefulness,perceived entertainment,and satisfaction positively and significantly affect the willingness of college students to continue using it.Among them,user satisfaction is a key factor in the continued use of social question-and-answer platforms.The regression equation of the willingness to use continuously: willingness to use continuously=0.286*perceived usefulness+0.190* perceived entertainment+0.461* satisfaction;(2)Information quality,perceived usefulness,expectation confirmation,and perceived entertainment have a positive impact on the psychological satisfaction of college students,and meeting user expectations is an important prerequisite for the continued use of social question-and-answer platforms.The regression equation of psychological satisfaction:satisfaction=0.151*information quality+0.162*perceived usefulness+0.469*expectation confirmation+0.226*perceived entertainment;(3)The quality of information has a positive effect on the perceived usefulness of college students,and the quality of content has a significant effect on improving the perceived usefulness of users.The regression equation of perceived usefulness: perceived usefulness=0.864*information quality;(4)The effect of perceived entertainment on continuous use intention is low;(5)Gender and source of students of college students There are no significant differences in the six variables involved in the construction of the model.In response to the research results,this article puts forward the following suggestions:first,insist on content as the king and improve information quality;second,refine product features to improve user satisfaction;third,optimize the expectation management model to meet user expectations.Hope to provide suggestions and reference strategies for operators of social Q&A platforms.