Research On The "Belonging-continuous Use" Model Of Social Media Users

Through theoretical review of relevant literature and analysis and innovation of expectation confirmation model,this paper takes Jike App as an example to explore the reasons why social media can make users feel a sense of belonging and continuance intention.This research follows the logical train of thought of problem discovery,theoretical research,preliminary interview,in-depth investigation,hypothesis,scale design,questionnaire collection,data analysis and model revision.First of all,on the basis of bibliographic reading,the relevant content of continuous use model is theoretically introduced,the research on belonging is sorted out,and the theory of belonging need is expounded.Then through participant observation of Jike APP,as well as to the pre-interview of Jike users,for Jike platform "information flow+content" social product model,combining with the use behavior of Jike user,habits and preferences,put forward perceived usefulness,interactive habitual and trust recognition three belonging dimension hypothesis,preliminary set up "the sense of belonging-continuance intention" model.Based on the propounded hypothesis,combined with the original ECM and other models,the variable assumptions of perceived usefulness,interactive habituation,trust acceptance,expectation confirmation,belonging and continuous use were made,and the scale questions were designed and organized into a basic questionnaire.Online questionnaire survey and data collection were conducted for Jike users,and a series of analysis of the survey data were conducted to verify and discuss the model based on the analysis results,and revise and reflect on the model.Finally,get conclusions as following: social media users' perceived usefulness,interaction habits and trust recognition have a positive impact on users' expected confirmation and sense of belonging.The more users feel a sense of belonging through social media,the more willing they are to continue using it.This study took Jike APP as the research object,and included the "belonging" dimension into the investigation and analysis,innovate ECM and carry out theoretical research.It no longer takes the traditional information system as the research object,but takes the product of the new media era-social media as the research object,which is an innovation of the original expectation confirmation model.The inclusion of social media belonging research from theoretical analysis to model analysis is also a theoretical leap in social media research to expand its research methods and provide more quantitative data and models to analyze the relevant effects of different social media users' belonging attribute and intention to continue using.