| In recent years,the total number of students in various types of higher education in China has continued to grow,and the campus social software industry has also seen rapid development.The user adoption behavior of campus social software is directly related to the growth efficiency of the number of users.Studying and guiding the user adoption behavior of campus social software can effectively improve the growth rate and retention effect of users,thus increasing the user scale of campus social software.Using the empirical analysis method,this thesis verifies the research hypotheses involved in the user adoption behavior model of campus social software,analyzes the direct or indirect effects of various factors on the user adoption behavior of campus social software,and uses them as a basis to come up with suggestions for effectively guiding the user adoption behavior of campus social software.Firstly,this thesis describes the campus social software’s concept,characteristics and the current status of domestic development,and constructs a model of campus social software user adoption behavior by combining perceived trust and perceived risk through a comprehensive model of technology acceptance and utilization and related theoretical studies.Next,on the basis of scholars’ research on the above variables,research hypotheses were proposed and measurement dimensions were determined.And a questionnaire design was conducted based on the research questions,and the final questionnaire was determined through the analysis of the preliminary research.Questionnaires were distributed through online platforms and thesis surveys,and the recovered formal questionnaires were subjected to descriptive statistics,reliability validity analysis,and correlation analysis among the variables to test the research hypotheses through structural equations.The results showed that performance expectation,social influence,effort expectation,and perceived trust have direct positive effects on users’ adoption intention and act on adoption behavior through adoption intention;perceived risk has a direct effect on users’ adoption intention and user behavior;social influence has the most significant effect on campus social software adoption behavior,and has a facilitating effect on performance expectation and perceived trust;effort expectation has a facilitating effect on performance expectation.Again,after analyzing the demographic variables,we found that gender,grade level,number of opposite-sex friends,and relationship status moderated each variable,which in turn influenced users’ adoption intention and adoption behavior,and male users,users in lower grades,users with fewer opposite-sex friends,and users in single status had more significant adoption behavior of campus social software.Finally,based on the findings,this thesis proposes suggestions for improvement: ramping up users’ expectations of product performance,including clarifying product positioning and focusing on user needs;raising users’ endeavor expectation of the product,including optimizing product features and improving usage efficiency;accelerating growth with social influence,including using social influence and changing dissemination mechanisms;establishing a trustworthy brand image,including strengthening certification audit and adjusting publicity strategy.This thesis provides a theoretical contribution to the study of user adoption behavior of social software,and also has some reference value for the study of user adoption behavior of other applications.At the same time,this thesis proposes relevant suggestions for companies facing the campus market of how to guide the user adoption behavior scientifically,which also has some theoretical and practical guidance for various entrepreneurial projects to improve the efficiency of user growth,thus promoting the rapid development of self-employed campus social software projects and providing a reference for the subsequent study of social software user adoption models. |
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