Empirical Research On Microblogging User Acceptance Model

Web2.0 era, the Internet has become a platform that everyone can be involved and express. With more and more the user participation, there are more personalized information and more abundant interactive function. The Web2.0 network has changed the way of information spreading and interpersonal communication. Micro-Blogging that develops rapidly in recent years is representative. Nowadays, the world’s first Micro-Blogging Twitter users have reached 200 million globally; in domestic, Micro-Blogging users have exceeded 300 million. Micro-Blogging is popular with users because of its unique characteristics including real-time, social, interaction and convenience, and has a great influence on people’s life. Along with the development of the Micro-Blogging, the relevant study has increased. Research on Micro-Blogging user acceptance behavior can not only provide more theoretical results, but also provide theoretical guidance for Micro-Blogging providers. This research provides theoretical basis and practical instruction for Micro-Blogging service provider to understand user behavior.This research mainly aims to study Micro-Blogging user acceptance behavior based on Technology Acceptance Model (TAM). The main research content composes of four parts:(1) based on literature research and experience, raise up research question. (2) Review of literature research results about Micro-Blogging and user acceptance behavior in home and aboard. (3) Analyze the product attributes, product advantage, and successful reason of Micro-Blogging and through researching on users acceptance theories, establish theoretical model of Micro-Blogging user acceptance behavior, adding Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable, and raise up hypothesis relations among the factors. (4) Develop scale and verify its reliability and validity, and adopt Structure Equation Model (SEM) to verify hypothesis relation of the model.There are mainly three research results from theoretic study and empirical analysis:Firstly, widely review the literature of Micro-Blogging research at home and abroad. And summary the literature results from the view of mechanism of communication, marketing research and user behavior research. At the same time, analyze the product attributes, product advantage, and successful reason of Micro-Blogging.Secondly, based on analysis of Micro-Blogging and literature research, establish theoretical model of Micro-Blogging user Acceptance behavior. Choose Personal Innovativeness, Social Influence, Perceived Risk, Trust factor as exogenous variable adding to TAM and raise hypothesis relations among these factors.Thirdly, based on theoretical model, research Micro-Blogging of user acceptance model empirically. Develop the scale of factors, and verify reliability and validity. Then adopt Structure Equation Model to verify theoretical model. The result of Structural Equation Model shows that Personal Innovativeness, Perceived Usefulness and Social Influence positively influence Behavior Intention, with coefficient being 0.331, 0.321 and 0.257 respectively; Perceived Ease of Use, Perceived Risk and Trust have no influence on Behavior Intention. Personal Innovativeness positively influence on Perceived Ease of Use and Perceived Usefulness, with coefficient being 0.438 and 0.300 respectively. Perceived Ease of Use positively influence on Perceived Usefulness, with coefficient being 0.404. Social Influence has no influence on Perceived Usefulness.