عوامل تاثيرگذار بر تمايل به ادامه استفاده از وب سايت شبكه هاي اجتماعي

Investigating factors affecting on continuance intention to use the social network websites: The case of LinkedIn

شبكه­ هاي اجتماعي مجازي نسل جديدي از فضاي روابط اجتماعي هستند كه توانسته­ اند به خوبي در زندگي مردم جاي باز كنند. با توجه به دامنه نفوذ روزافزون و تاثيرگذاري اين شبكه ­ها، مسئله شناخت الگوهاي رفتاري كاربران آنها به يكي از موضوعات جذاب تحقيقي بدل شده است. هدف پژوهش حاضر، بررسي عوامل تاثيرگذار بر تمايل به ادامه استفاده از وب سايت شبكه­ هاي اجتماعي است. لينكداين به عنوان يك شبكه اجتماعي تخصصي تمركز اصلي پژوهش بوده است. اطلاعات تعداد 352 كاربران ايراني عضو لينكداين با روش تصادفي در دسترس و با استفاده از پرسشنامه گردآوري شد. پس از تحليل عاملي متغيرها، روابط بين آنها و تاثير هريك بر يكديگر از طريق تحليل مسير مورد بررسي قرار گرفت. اثرات اجتماعي، محتوا، قابليت­ ها، ارزش، سهولت استفاده، امنيت درك شده، قالب، زمان، ميزان همبستگي و رضايت كاربران از شبكه­ هاي اجتماعي از عوامل تاثيرگذار بر تمايل به ادامه استفاده از وب سايت­ هاي شبكه­ هاي اجتماعي شناسايي شد كه از اين ميان رضايت با ضريب مسير بالاتر، نسبت به ساير عوامل تاثير مثبت قوي تري دارد.

رSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factorsSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factors