The Empirical Research Of Micro-blog Users’ Continued Intention Based On Network Externalities:Moderating Effects Of Subjective Norm

With the micro-blog being widely rised and the more Internet user-groups joined micro-blog, micro-blog platform providers will be facing both competition and challenges. On the one hand is how to increase users and how to make the number of users reaches a certain size. For fledgling independent micro-blog site, how to attract users through the media advantage, growth of user groups, expanding the potential market space has become the biggest problem for these micro-blog operators.On the other hand, how to make the existing users to be stability. By means of the first-mover advantage or basing on original portal, the original micro-blog sites accumulated a large number of users, and this was the dominant lead in development. However, how to keep the existing users’intention to continue to use and avoid the loss of users has become a problem which is worthy concerning for the major mainstream micro-blog platform providers. Therefore, the research about micro-blog users’continued intention/behavior to us has important practical significance.From the existing studies about the behavior of social services network users, most studies either individually utilized network externalities as the affecting variable, either individually motivation theory, technology acceptance theory or the other adoption theory of behavior as variables to investigate relationship between the user intention to us, ignoring the impact of the relationship between both themselves.The study is basing on the model of ECM-ISC,considering the effect of the network externalities to the continued intention to use the Microblog. What’s more, the study adds a moderate variables——subjective norms. As a social network service, micro-blog users will inevitably be influenced by their own surroundings and the crowd, and in researches before, less scholars squared up such social impact factors included in the study range. As the rusults, we get some important point. First, the network externalities is directly affecting the micro-blog users’continued intention. Second, the network externalities is also directly affecting the Perceived Usefulness.And the last, we examing the model of ECM-ISC.