Empirical Research On Microblogging Opinion Leaders Influence On Adoption Of Mobile Applications

With the development of information technology, we make the mobile terminal to expand faster and faster, the network environment becomes increasingly better and more and more users use mobile intelligent terminal.Meanwhile, 4G mobile application development makes for a more widespread application scenarios, involving medical, payment, location services, networking, search and multi-screen interaction. There is a kind of mobile applications. Some of them are free, some are not. Products on the market are uneven so that potential users do not know which they should. That results in the promotion’s competition.Microblogging as a new medium of information dissemination and a new marketing platform, it is easy to get rich low marketing costs, convenient operation, potential audience of resources, precision marketing and other advantages.People can use microblogging to promote mobile applications. With the tide of mobile Internet, mobile applications microblogging end launch, making the mobile, PC end seamless connectivity, its information fine short, quick update just to meet the characteristics of the user’s browsing habits fragmented time to quickly realize the accumulation of mobile end users.Microblogging opinion leaders that opinion leaders in microblogging are at the upper end of the information source, so information enjoys absolute authority.Opinion leaders still exists and holds the "voice", with the influence of microblogging opinion leaders, it can have an important impact on the promotion effect of mobile applications. Research, however, is currently for microblogging opinion leaders in the process of adoption of mobile applications in the user influence, as well as the adoption of mobile applications microblogging opinion leaders in the environment, the type of selection, training and other aspects of the policy is still rare.The main contents are consists of six parts: The first part is the status of research introduction, discusses the background and significance of this paper, and related research, in addition to a brief description of this thesis research ideas and frameworks.The second part is related to the theory and literature review, covering research microblogging opinion leaders, theoretical studies and related mobile application adoption model introduction.The third part is the research model and assumptions made by the elaboration of the existing literature, build a model of this study, and proposed research propositions and assumptions related variables.The fourth part is the thesis research design, measurement scale system out the variables of scale necessary amendments eliminate illogical sample table; in front of the whole measurement data acquisition, first to collect a small sample of the Scale validity and reliability assessment, and thus to improve the final scale.The fifth part is the conclusion and empirical hypothesis testing, the sample data descriptive statistical analysis, and assessment of data quality; structural equation statistical confirmatory factor analysis completed by AMOS software. Factors affecting microblogging opinion leaders empirical research, study the mechanism adopted by the mobile application microblogging influence opinion leaders.The last part is a summary and outlook, total above findings, the conclusions of the microblogging opinion leaders to make recommendations to promote user adoption of mobile applications, at the same time, the article analyzes the limitations and future research prospects.