Examining Influencing Factors Of Users' Continuance Intention Toword Microbloging

With the rapid development of network, all kinds of new Internet products filled with people's attention, however, the popular ones are all following a new commercial culture of "honesty, sharing, equality, and responsibility". Among the popular Internet product, Micro-blog is the one of what represent the new business culture. Micro-blog has influenced the world's political and economic fields a lot within the five years that it appears. Nevertheless, there is little academic research about the behavior of Micro-blog users, let alone the continuance usage field of them.Considered the Expectation-Confirmation Model, Flow theory and supplier-side attributes together, this paper built a conceptual model about the continuance usage of Micro-blog users, and tested and corrected the model with empirical research. In order to provide some advice to service operator of Micro-blog, this paper further explored the influence factors and effects mechanisms of Micro-blog continuance usage.Based on the literature review and empirical research, we found that Micro-blog users' continuance usage is influenced by their satisfaction and perception of the usefulness of micro-blog directly. However, the hypothesis, that flow directly influences continuance usage, is not established. Also we found that Micro-blog users' continuance usage is influenced by their flow, Expectation-Confirmation, and the supplier-side attributes (System Quality, Information Quality and Service Quality) micro-blog indirectly, through their satisfaction.