An Exploration of Users’ Intention to Continuously Use English Social Platforms in Colleges and Universities Based on the SOR Model

Abstract

Nowadays, the development of social media tends to be saturated, and maintaining user stickiness is a common problem faced by developers. This paper constructs a research model of users’ continuous use intention of English social platforms in colleges and universities based on the SOR model and makes relevant research hypotheses based on the research model. The English social platforms constructed by M universities are selected as the research objects, questionnaires are designed and collected with the research model and hypotheses, and the data are analyzed with multiple linear regression model, and multiple regression analyses are conducted to analyze the four variables of opinion leader professionalism, content quality, social interaction, and visual design and users’ willingness to continue to use the platforms, as well as to test the hypotheses and mediation effects. The study shows that opinion leader professionalism, content quality, social interaction, and visual design have p-values less than 0.05, and all of them have a significant effect on users’ intention to continue using English social platforms. Except for the positive effect of visual design on trust, and the mediating role of trust in visual design and user’s intention to use did not pass the test, all other hypotheses and mediating effects satisfy the P-value of less than 0.05. Therefore, opinion leaders, content quality, and social interaction all have a positive effect on users’ trust and emotions, which in turn positively affect users’ intentions to continue using.