The Empirical Research On Customers’ Continuance Intention Of Mobile Weibo Based On Consumption Values

In recent years, emerging weibo as a new internet application had a strong influence; It had led to a "micro revolution". As the rapid spread of weibo, about half of visits is from mobile phone, consumers who use mobile weibo can get values what is from weibo, What reason is that consumers choose to use other mobile weibo instead of force to promote mobile Internet services, this problem is very worthy of study. This study is aware of these issues, the Internet company’s strategic ideas, product mix, service model, customer retention and value-added development are built on these issues. So issues solved can make the plan more targeted and effective, in order to enhance the product’s viscosity, thereby increasing the value of mobile weibo.Consumption value theory, including the functional value, social value, emotional value, epistemic value and the conditional value, is to explain why consumer will buy and use this product or service. Consumers choose products or services may sometimes be affected by a value, and most of the cases may be affected by two or more, or even five kinds of value impact. Broadly speaking, in fragmentation time and outside, the usage of mobile weibo situation is a choice of consumption. Therefore, a theoretical discussion based on simple traditional technology acceptance model will be ignore individuals derive consumption value when using mobile weibo. This study focuses on this new phenomenon of mobile Internet services-mobile weibo. It attempts to explore the relationship between the user who chooses to use a mobile phone get consumption value from mobile weibo application and which affects to continue to use the application.This study, starting from consumer behavior, choose consumption value theory as the basic framework, sort out the previous research and literature about weibo, give the definition of mobile weibo, functionality, features. Most importantly, this study build a model assumptions that consumer value of mobile weibo will affect the continuance intention in the background of mobile Internet, This model take consumption values as independent variables, continuance intention as the dependent variable, examining the affecting factors of continuing to use the mobile.In this study, the author take a survey on 220 mobile weibo users, get 198 valid samples, then, use statistical analysis software AMOS to analyze them. The results validate the structure of the model assumptions are reasonable, obtain the following conclusions: Consumption value theory can effectively explain the continuance intention of the mobile weibo users. the functional value, emotional value and epistemic value of the consumption value has a significant positive impact on continuance intention in this study, the epistemic value play an important role in the impact factors, emotional value is an important intermediate variable.Finally, On the basis of these studies, the author provide a detailed proposal on the product’s improvements, increase product viscosity, expansion of market.