부산대학교 도서관

This study is based on the technology admitted model in order to understand the influence factors of Chinese college students’ adopting and using of mobile micro letter SNS which regards the core influence factors of using intentions in technology acceptance model proposed by Davis -perceived Usefulness, perceived ease of use, and additional expansion independent variables (external factor) -, the important factor of technical properties of mobile SNS (instant connectivity and quality of service), social attribute of mobile SNS (image), users features of mobile SNS (self-efficacy and innovation) as a variable. The questionnaire of this study regarded Chinese 400 college students as the research objects, in May 12 to 19, 2014 and it took one week to complete this questionnaire, by using the method of research, 400 collected questionnaires minus 20 invalid ones and then the empirical analysis was based on a total of 380 questionnaires .It is concluded that the analysis is as following: Study found when Chinese college students using mobile, instant connectivity in the technical attributes had no effect on perceived usefulness, but it have impact on ease of perception. And the service quality has no influence on the perceived usefulness or ease of perception. At the same time, the self-efficacy in personal attributes has no effect on perceived usefulness but affect ease of perception. Innovation has no effect on the perceived usefulness or perceived ease. And in social attributes, image influences perceived usefulness. Ease of perception use has an effect on perceived usefulness. Although the perceived usefulness don’t affect using intention , ease of perception has impact on using intention. According to the analysis result, on the level of the paper research for providers of China mobile SNS, the improvement and development of SNS should firstly consider ease of perception. At the same time when using mobile SNS, students improve their self-image but ignore the effective function of the mobile SNS. Aiming at this phenomenon, improving the college students’ use of mobile SNS is more important.