作者|刘凝霏
The Technology Acceptance Model (TAM) is an important model for studying user’s intention to use new technology and their usage behaviors.
新技术接受模型（Technology Acceptance Model，简称TAM）是研究用户对于新技术的使用意愿和使用行为的重要模型。
With the popularity of the Internet, TAM theory has been continuously expanded and revised to analyze various aspects of Internet development, which includes the user behavior of social media.
随着互联网的普及，TAM理论得到了不断的扩充与修正，用于分析互联网技术发展的各个方面。这其中就包括社交媒体的用户行为。
Through an intensive reading of a paper published in 2014, Technology Acceptance Model (TAM) and Social Media Usage: An empirical study on Facebook, this article combs the development of TAM theory.
本文通过精读发表于2014年的一篇论文《技术接受模型（TAM）与社交媒体使用：对于脸书的实证性研究》（Technology acceptance model（TAM）and social media usage: An empirical study on Facebook），梳理论文对于TAM理论的发展。
And then explores what factors led to a large number of users gathering in social media and what kind of features should social media develop in order to convert short-term users into long-term ones.
进而探究在社交媒体时代，是什么因素导致了大量用户聚集于社交媒体？社交媒体又应当开发什么样的功能，才能将短期用户转化为长期用户？
一、研究背景
The Technology Acceptance Model was first proposed by Davis in 1986. This theory considers the perceived usefulness and perceived ease of use as two decisive factors for users to adopt a new technology.
新技术接受模型由学者Davis在1986年首次提出。该理论将技术的感知有用性（Perceived Usefulness，PU）和感知易用性（Perceived Ease of Use，EU）作为用户接受一项新技术的决定性因素。
Perceived usefulness and perceived ease of use affect users’ attitude and intention to use. The user’s intention to use ultimately determines the user’s actual use.
感知有用性和感知易用性影响用户的使用态度（Attitude Toward Using）和使用意愿（Intention to Use，IU）。而用户的使用意愿最终决定用户的实际使用行为（Actual Use，AU）。
This paper applies TAM theory and use Facebook, the largest social media site of the time (2014), as a case to study social media usage.
这篇论文正是应用TAM理论，以当时（2014年）用户规模最大的社交媒体网站——Facebook为案例，来研究用户的社交媒体使用行为。
二、PU、EU的新定义
In Davis’ (1986, 1989) TAM theory, perceived usefulness is defined as “the degree to which a person (usually as an employee in the company) believes that using a new technology can improve his or her job performance.
在Davis（1986，1989）的TAM理论中，感知有用性被定义为个人（一般是公司中的雇员）相信，使用一项新技术能够提升其工作表现的程度。
Perceived ease of use is defined as the degree to which a person believes that using a new technology would be free of effort.
而感知易用性则被定义为雇员认为使用一项新技术的容易程度。
With the development of Web2.0 and the rise of social media, the main users of new information technology systems are not only enterprises but also independent Internet users.
随着Web2.0深入发展，社交媒体兴起，新信息技术系统的使用主体不仅仅是企业，还有独立的互联网用户。
Therefore, in this paper, the definition of perceived usefulness is the extent to which social media sites meet users’ needs.
所以，在这篇论文中，感知有用性（PU）的定义是社交媒体网站满足用户需求的程度。
The interactive nature of social media has enabled passive users in the pre-Internet era to become active and spontaneously form an interconnected online community.
社交媒体的交互性使得前互联网时代的被动用户也开始活跃起来，自发地组成互联互通的网络社群。
The authors define the perceived ease of use (EU) as the degree to which using a social media is free of effort.
作者在论文中将感知易用性（EU）定义为使用一个社交媒体不费力的程度。
三、CM、PP等新变量
Meanwhile, the author added new variables to expand and enrich the TAM theory.
同时，作者加入了新的变量，来拓展和丰富TAM理论。
The first new variable is users’ critical mass (CM). The author defines CM as the number of people that matters most in a user’s social network.
第一个新变量是用户规模（Users’ critical mass，CM）。作者将用户规模定义为在一个用户的社交媒体关系网中，那些地位最重要的用户数量。
The second new variable, perceived playfulness (PP), is defined as the intriguing and attractive level of social media related activities, apart from any consequences that may be anticipated.
第二个新变量是感知娱乐性（Perceived playfulness，PP），定义为除去预期的使用结果，社交媒体相关活动本身的有趣性、吸引人程度。
The paper adds the variable perceived playfulness (PP) to measure the influence of social media’s entertainment on users’ willingness to use.
它是用来衡量社交媒体的娱乐性对于用户使用意愿的影响。
In addition, the author follows the variables in TAM2. One is the social networking site capability (CP)，which is all the application and social media tools that satisfy users’ needs, such as postings, comments, chat, and automatic news.
此外，作者还沿用了TAM2中的变量。一个是社交媒体功能（Social networking site capability，CP），即社交网站上满足用户使用需求的所有应用工具，例如发布、评论、聊天、新闻推送等。
Another one is Trustworthiness (TW), which means the extent to which the user trusts in social media privacy protection.
另一个是社交媒体可信度（Trustworthiness，TW），即用户对于社交媒体保护隐私的信任程度。
四、变量关系与启示
On the whole, the author set a total of six factors that influence the users’ intention to use:
1.perceived ease of use (EU)
2.user’s critical mass (CM),
3.social networking site capacity (CP)
4.perceived playfulness (PP)
5.trustworthiness (TW)
6.perceived usefulness (PU)
总体上看，作者将影响用户使用意愿的因素一共设置为六种，分别为：
1.感知易用性（EU）
2.用户规模（CM）
3.社交媒体功能（CP）
4.感知娱乐性（PP）
5.社交媒体可信度（TW）
6.感知有用性（PU）
By analyzing the relationship between these variables, the authors derive the implications of how to develop and operate a successful social media site：
作者通过分析这些变量之间的关系，得出了如何开发和运营一个成功的社交媒体网站的启示：
First things first, perceived usefulness promotes the intention to use.
1.从总体上看，感知有用性（PU）促进产生使用意愿（IU）。
This inspires that the social media site designers and developers should focus on how to create value for customers, help customers achieve their goals and eventually transforms short-term users into long-term users.
这启示社交媒体网站的设计者和开发者应当重点关注如何为用户创造价值，帮助用户达成目标，最终将短期用户转变为长期用户。
Perceived ease of use is positively related to perceived usefulness.
2.感知易用性（EU）和感知有用性（PU）正相关。
This suggests that designers of social media sites should regard ease of use and ease of interaction as important design ideas.
这启示社交媒体网站的设计者应当将方便使用、易于交互作为重要的设计思路。
For social media, huge critical mass can significantly increase perceived usefulness.
3.对于社交媒体，巨大的用户规模（CM）能够显著提高感知有用性（PU）。
A decisive factor in the perceived usefulness of social media is the size of the users of this social media.
社交媒体中感知有用性的一个决定性因素，就是这个社交媒体的用户规模。
Social networking capacity is positively related to perceived usefulness. Perceived playfulness is positively related to perceived usefulness.
4.社交媒体功能（CP）与感知有用性（PU）正相关；感知娱乐性（PP）与感知有用性（PU）正相关。
This suggests that developers of social media sites should continue to add useful tools and modules to promote the continuous use of the site, especially paying attention to the customization of functions.
这启示社交媒体网站的开发者应当不断加入有用的工具、模块来促进用户对网站的持续性使用，尤其是注意功能的个性化定制。
Trustworthiness of social media influence user’s intention to use.
5.社交媒体可信度（TW）影响用户的使用意愿（IU）。
Users will be relatively relaxed and involved only if they fully trust the social media they use. This inspires website developers should create a safe and reliable using environment to protect the user’s privacy and information security.
用户只有充分信任自己使用的社交媒体，才会相对放松自如地参与其中。这启示网站的开发者应当创造一个安全可靠的使用环境，充分保护用户的隐私、保障用户信息安全。
In summary, this paper integrates and develops TAM theory, further explores the relationship between variables, and provides TAM with new key variables.
总而言之，这篇论文对TAM理论进行了整合与发展，进一步地探寻各变量之间的关系，并为TAM提供了新的关键变量。
The research results offer theoretical support for the expansion of social media user engagement and the development of social media-related business strategies, which allows us to better understand “who are using social media sites and why”.
研究成果为拓展社交媒体的用户参与，制定与社交媒体相关的商业战略提供了理论上的支持，使我们更深入地理解了“哪些用户在使用社交媒体网站，为什么在使用”。
注：文中未注明详细来源的图片源自网络
参考文献
[1] Rupak Rauniar and Yang Jei. Technology acceptance model(TAM) and social media usage: An empirical study on Facebook. Journal ofEnterprise Information Management [J], 2014.
[2] Davis, F.D. Perceived usefulness, perceived ease ofuse, and user acceptance of information technology. MIS Quarterly [J], 1989,(3): 319-340.
[3] 罗江.技术接受模型(TAM)的整合模型.现代营销[J],2018(3): 47.
[4]龚图南.基于技术接受模型的调节变量研究.中国集体经济[J], 2018(1): 87-88.
[5]张培.技术接受模型的理论演化与研究发展.情报科学[J], 2017(9): 165-171.
[6] 匡文波, 贾一丹.基于技术接受模型的新闻客户端用户行为和习惯研究.
深圳大学学报（人文社会科学版）[J], 2018(1): 95-102.
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