عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت شبکه های اجتماعی

شبکه های اجتماعی مجازی نسل جدیدی از فضای روابط اجتماعی هستند که توانسته اند به خوبی در زندگی مردم جای باز کنند. با توجه به دامنه نفوذ روزافزون و تاثیرگذاری این شبکه ها،  مسئله شناخت الگوهای رفتاری کاربران آنها به یکی از موضوعات جذاب تحقیقی بدل شده است. هدف پژوهش حاضر،  بررسی عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت شبکه های اجتماعی است. لینکداین به عنوان یک شبکه اجتماعی تخصصی تمرکز اصلی پژوهش بوده است. اطلاعات تعداد 352 کاربران ایرانی عضو لینکداین با روش تصادفی در دسترس و با استفاده از  پرسشنامه گردآوری شد. پس از تحلیل عاملی متغیرها، روابط بین آنها و تاثیر هریک بر یکدیگر از طریق تحلیل مسیر مورد بررسی قرار گرفت. اثرات اجتماعی، محتوا، قابلیت ها، ارزش، سهولت استفاده، امنیت درک شده، قالب، زمان، میزان همبستگی و رضایت کاربران از شبکه های اجتماعی از عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت های شبکه های اجتماعی شناسایی شد که از این میان رضایت با ضریب مسیر بالاتر، نسبت به سایر عوامل تاثیر مثبت قوی تری دارد.

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

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