Research On Influence Factors Of Participation Intensity Of Mobile Phone Micro Blog Users

As an significant product of the mobile internet era, mobile phone micro blog has become an important part of people’slife, and changed the way of people’s life. In recent years, however, as a result of the rapid expansion of the micro blog business, the micro blog service providers have met the following major issues:the scale of micro blog user is closing to the ceiling, and faced the crisis of sluggish growth; the overall activity is reduced; mobile user activity was higher than that of PC users. Therefore, for mobile micro blog, especially mobile phone micro blog, users’behavior research has important reference meanings.Taking mobile phones micro blog as the main research object, this paper uses UTAUT as a theoretical model, fully considering the characteristics of mobile phone micro blog, and introduces mobile phone micro blog usability; combined with the motivation theory, and then constructs the theoretical model of this study. The main conclusions of this research are as the following:mobile phone micro blog users’usage intention is significantly influenced by the performance expectation and social influence; usage intention, informational motivation and recreational motivation directly affect the user’s participation levels; usage intention, mobile phone micro blog usability and social motive directly affect users’contribution degree positively.This paper mainly includes the following content innovations:1. In order to effectively improve the user viscosity and active, this study divide variable participation intensity into two parts:participate level and positive contribution degree.2. Mobile phone micro blog is an emerging information systems business in recent years, this paper used the UTAUT model and the combination of motivation theories for the first time, and fully considered the mobile phone micro blog personalized features, introduced mobile phone micro blog usability variables.3.To avoid subjectivity in the process of research, this paper adopted the way of user interview to collect users’ opinion, and then concluded four main participation motivation factors of mobile phone micro blog users.