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SNS UTAUT Model Based on Factors of User Acceptance

Author: YangZuo
Tutor: HuangSongAi
School: Northeast Normal University
Course: Journalism
Keywords: SNS UTAUT Factors Empirical Study
CLC: G202
Type: Master's thesis
Year: 2011
Downloads: 132
Quote: 1
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Abstract


SNS service as a new network service model, is the Internet, the inevitable trend of future development. For users, they can have better communication platform can be expanded circle and increase the exchange of the depth of the site owners, can make use of the exchanges between the stabilizing force the user to allow users to attract more people to participate in SNS To the site offer a variety of services, the SNS platform by gathering more users, you can also help potential users to develop more and better services, which could attract more users.This paper, based on integrated information technology acceptance and usage model UTAUT, combined with the user’s perceived risk, perceived cost, personal creativity, personality factors, and network experience and other factors work together to build the "SNS model of user acceptance factors", and through empirical analysis method to verify the model, the various factors involved in the use of user behavior on the direct and indirect effects.The study is divided into six parts:The first part introduces the UTAUT SNS and the related concepts and ideas this paper; the second part of the relevant theory and literature review; the third part of the analysis, the establishment of a conceptual model of acceptable behavior SNS business and put forward hypothesis of this study; fourth part of the model using structural equation design.; Fifth use of statistical tools for the design professional model and an empirical test the hypothesis of PartⅥsummarizes points of the full text. Several parts of the above, we draw on various factors influence user acceptance SNS service, and made targeted recommendations, which is the purpose of this study lies.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Information processing technology
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