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基于技术接受模型以及感知价值理论,构建了学术虚拟社区用户持续意愿的影响因素理论模型。通过问卷进行数据搜集,并使用结构方程模型进行数据分析。学术虚拟社区用户的持续使用意愿受到感知价值、感知有用性、感知娱乐性与网络外部性的显著影响。学术虚拟社区用户的感知易用性显著影响感知价值、感知有用性和感知娱乐性;感知娱乐性对感知价值产生显著影响;此外,网络外部性显著影响感知有用性。
Based on the model of technology acceptance and the theory of perceived value, a theoretical model of influencing factors of persistent willingness of academic virtual community is constructed. Data were collected using a questionnaire and data were analyzed using structural equation modeling. The continuous use intention of academic virtual community users is significantly affected by perceived value, perceived usefulness, perceived entertainment and network externalities. Perceived usability of academic virtual community users significantly affects perceived value, perceived usefulness and perceived entertaining; perceived entertaining has a significant impact on perceived value; furthermore, network externality has a significant impact on perceived usefulness.