硕士学位论文硕士学位论文 基于TAM模型的社交网站用户接受度 影响因素研究 REASERCH ON FACTORS OF USERS ACCEPTANCE EFFECTS ON SOCIAL NETWORK SERVICE BASED ON THE TAM MODEL 田 野 田 野 哈尔滨工业大学哈尔滨工业大学 2011 年年 6 月月 国内图书分类号： F830.72 学校代码： 10213 国际图书分类号：336 密级：公开 管理学硕士学位论文管理学硕士学位论文 基于TAM模型的社交网站用户接受度 影响因素研究 硕 士 研究生： 田 野 导 师： 张瑞金 副教授 申 请 学 位： 管理学硕士 学 科、专 业： 企业管理 所 在 单 位： 管理学院 答 辩 日 期 ： 2011 年 6 月 授予学位单位： 哈尔滨工业大学 Classified Index: F830.72 U.D.C.: 336 Dissertation for the Master Degree in Management REASERCH ON FACTORS OF USERS ACCEPTANCE EFFECTS ON SOCIAL NETWORK SERVICE BASED ON THE TAM MODEL Candidate: Tian Ye Supervisor: Associate Prof. Zhang Ruijin Academic Degree Applied for: Master Degree of Management Specialty: Business Management Affiliation： School of Management Date of Defense: June, 2011 Degree-Offering-Institution: Harbin Institute of Technology 哈尔滨工业大学管理学硕士学位论文 - I - 摘 要 随着互联网技术的更新及发展，一大批如人人网、facebook、开心网等社交网站应运而生。社交网站以开放式社会化网络结构为基础，成为了扩大自己的人脉关系的最佳方式。它不仅是现代社会人们用来维系原有关系的一种工具，而且更成为了一种潜移默化改变现代社会人们行为习惯的一种社交方式。因此，研究社交网站用户接受度的影响因素以及各影响因素间的关系对于改善社交网站的管理现状及提高用户对社交网站的接受度具有重要的理论意义和现实意义。 本文在对国内外相关文献资料进行总结和归纳的基础上，详尽阐述社交网站及用户接受度的 TAM 模型的基本原理，并以目前国内使用最广泛的人人网用户为研究对象，设定相应的 TAM 模型，对其进行识别。同时，本文通过调查问卷对其进行调研研究，最终确定了包含 17 个显变量，4 个潜变量在内，显著性良好的 TAM 结构方程模型。并运用 SPSS17.0 统计分析软件和AMOS7.0、 LISRIL 结构方程模型软件对人人网用户的 257 份有效样本进行因子分析及模型假设检验等。最后以预留的 60 个调研数据，进行实证分析及检验，证明这一结构方程模型对于确定社交网站用户接受度影响因素以及社交网站用户接受度评价具有良好的应用价值及理论价值。 此外，本文根据研究假设，得出相应结论，并对影响用户接受度的网站有用性、网站易用性、用户行为意向三个潜变量指标进行实证分析，最后分别针对网站四大参与主体社交网站管理部门、网站软件开发部门、硬件维护部门以及网站用户提出了相应的对策建议。针对网站管理部门，应该做好数据收集和调研工作，了解客户的需求，对网站加以宣传，提高网站的社会知名度；针对网站软件开发部门，应该多引用知识应用型主页，多开发用户关心的游戏，在节日及重要日期的时候，多设计与之呼应的活动， 提高网站监管，避免因技术问题导致的客户信息泄露。针对硬件维护部门，应该做好硬件的更新及维护，保持网站的稳定性。针对网站用户，在选择网站时应考虑网站的使用人群是否受过良好的教育，网站的信息是否具有搜索功能，网站是否提供很完备的安全保障，网站的操作是否便捷等。 关键词：社交网站；TAM 模型；网站特性；用户接受度模型 哈尔滨工业大学管理学硕士学位论文 - II - Abstract With the development and updating of internet technology, considerable social networking websites, such as Renren, Facebook, and Kaixin, were emerged because of demand. Social networking websites were highly recommended since they were considered to be helpful to expand personal connections based on broad social network structure. They were not only used as a tool to maintain the existing relationship among modern social people, but also became a new potential way which changing the social networking habits of modern social people. To improve the usage of social networking website, it is very significant to conduct the research of impacted factors of users acceptance and relationship among those factors. This thesis elaborated the principle of customer acceptance of the TAM model based on the summary of the previous relevant reference. This research investigated the most widely used website Renren, set up and identified corresponding TAM model. A survey was conducted to identify a significant TAM structural equation model that contains eleven explicit and four implicit variables. And using statistical analysis software SPSS17.0 and AMOS7.0, LISRIL structural equation modeling software， using 257 network users as valid samples for factor analysis and hypothesis testing model. Finally, the 60 survey data is reserved for empirical analysis and test. Which prove that the structural equation modeling to determine the social networking site for the user acceptance factors and user acceptance evaluation of social-networking site has a good application and theoretical value. In addition, this thesis analyzed three impacted user acceptance indicators includes perceived usefulness, perceived ease of use, and behavioral intention are based on the hypothesis research, and it also proposed corresponding countermeasures for the three sites involved in the main web site developers, web site users and network services operators. For management department, they should make data collection and research work to understand customer needs, to publicize the site, to improve social awareness site; For software development department, knowledge should be more application-oriented reference page, 哈尔滨工业大学管理学硕士学位论文 - III - multi-user care about the game development, and important dates in the festival, when more than matched by activities designed to improve web site monitoring to avoid technical problems caused by disclosure of customer information. For hardware maintenance department, they should do the updates and hardware maintenance, to maintain the stability of the site. For Web users, Web site should be considered in the choice of site use are well-educated people, the site whether the search of information, the site is to provide a very comprehensive security, the site of the operation is convenient, etc. Key words: social networking, tam model, website specialty, users acceptance model 哈尔滨工业大学管理学硕士学位论文 - I - 目 录 摘 要 . I ABSTRACT .