小红书用户持续使用意愿影响因素研究

Study on the Factors Affecting Continuous Use Intentions of Little Red Book Users

摘要: 近年来，小红书作为内容社区平台发展迅速，受到广大用户的喜爱。本次研究在期望确认理论模型、信息系统模型的基础上，借鉴以往成熟量表及相关文献提出研究假设，并通过问卷调查的方式获取130份有效数据，用以探求用户视角下小红书持续使用意愿的影响因素。结果表明，感知有用性和感知娱乐性正向影响用户满意度，满意度正向影响用户持续使用意愿。此次的研究结果，一方面让小红书用户较为深入地了解自己持续使用行为的动因，另一方面对平台上的内容创作者也有一定借鉴意义。

Abstract: In recent years, as a content community platform, Little Red Book has developed rapidly and has been loved by the majority of users. Based on the expectation confirmation theoretical model and information system model, this study proposed research hypotheses by referring to the previous mature scale and relevant literature, and obtained 130 valid data through questionnaire survey to explore the factors affecting the continuous use intention of Little Red Book from the perspective of users. The results show that perceived usefulness and perceived entertainment positively affect user satisfaction, and satisfaction positively affects users’ willingness to continue using. The results of this study, on the one hand, allow Little Red Book users to have a deeper understanding of the motivation of their continuous use behavior, on the other hand, it also has certain reference significance for content creators on the platform.