An Empirical Analysis of Factors Influencing Users’ Behavior of Social Media

Abstract:

This paper obtains the information of users’ behaviors of social media through the questionnaire survey on We Chat. It attempts to construct a theoretical model in combinination of the UTAUT model, the perceived risk theory, the media richness theory and uses and gratifications theory, in order to analyzes factors influencing the users’ behavior of social media. The analysis based on structural equation model using SPSS and AMOS software shows that, the proposed model is effective in explaining the users’ behavior of social media. The result means that, technology acceptance, content resources and use gratifications have a positive impact on the users’ behavior of social media, while perceived risk has a negative one.