基于计划行为理论的社交类手机软件用户使用行为分析

摘要

以计划行为理论(Theory of Planned Behavior,TPB)为基础,根据社交类手机软件的特点及功能,探寻社交类手机软件用户使用行为的影响因素.结果表明:感知娱乐性、感知系统软件、感知风险性、感知便利性对消费者行为态度具有显著影响;同时主观规范、消费者行为态度和知觉行为控制对社交类手机软件用户的使用行为意向具有显著正向影响.并基于此提出了社交类手机软件的使用呈现年轻化、时尚化、娱乐性等特点及其开发建议.%Based on the Theory of Planned Behavior, according to the features and functions of the social mobile software, it tried to explore the influencing factors of social mobile software usage.The findings show that perceived entertainment,perception system software, perceived risk, perceived convenience evidently affect consumers' behavior attitude.Meanwhile, subjective norm, consumers' behavior attitude and perception behavior control have positive effect on user's behavioral intention.It holds that usage of social mobile software is of rejuvenation, fashion-orientation and entertainment, and countermeasures are provided at last.