Base On UTAUT Model Study The Key Factor User Adoption Micro-blog

Micro-blogging is a feature that allows users to access the Internet through a variety of terminal communication, micro-blogging applications in recent years has been rapid development, which affect the user adoption of micro-blogging factors where, is a problem worthy of study. Thesis research on micro blogging and UTAUT model system reasoning, combined with the characteristics of micro-blog application based on UTAUT Questions and designed to scale and questionnaire. Through analysis of survey data, verify the research hypothesis, research on the actual reference value.Assumptions based on the UTAUT model of user adoption of micro-blogging key factor assumptions for the seven kinds of factors such as: Behavioral Intention, Motivation Entertainment, Personalized Motivation, Facilitate Conditions, Performance Expectations, Social Influence, Information Motivation. Questionnaire used to collect information on the micro-blogging users survey,338 valid questionnaires for Spss18.0 software to analyze data and general characteristics, reliability and credibility of the questionnaire. Using Lisre 18.70 software to validate the Model Goodness of FitStudy found that users adopt micro-blogging followed by use of the key factors will, to hope, Behavioral Intention, Motivation Entertainment, Personalized Motivation, Facilitate Conditions, Performance Expectations, Social Influence, Information Motivation are very significant, which users will be more significant.