以社交网络用户为研究对象，扩充了用户的“获利性”动机和“社交获利”行为，通过调研问卷，利用神经网络模型分析社交网络用户动机与行为的关系。结果表明，不同动机对不同行为的影响程度不同，动机对行为的整体贡献度呈现出有用性 > 自我呈现 > 娱乐性 > 易用性 > 获利性 > 从众性 > 社交性的趋势。建议管理人员持续完善网站的社交和娱乐功能，从用户心理出发构建品牌辨识度高、有特色的社交网络。
Following a literature review, based on the "profitability" motivation and "social profitability" behavior, this paper studies the user's behavior of SNS. A research questionnaire is designed, the reliability and the validity of the scale are assessed, and the Neural Network is used to analyze the contribution of the users' motivation to the behavior of SNS. It is shown that different motivations have different effects on different behaviors. Various motivations contribute differently to the behaviors and a general tendency is seen as:usefulness > self-presentation > recreation > accessibility > profitability > conformity > sociability. Finally, some recommendations are proposed to run the SNS based on the analysis of the motivation and the users' behavior.
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