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1、微博客用户持续使用意向影响因素的实证研究ABSTRACTTHEEMPIRICALRESEARCHOFTHEINFLUENCEFACTORSONMICROBLOGINGUSER’SCONTINUANCEINTENTIONABSTRACTAccordingtothedatareportedin“2011fourthquarterChinamicro-blogmarketquarterlymonitoring”whichreleasedbyEnfodeskAnalysysforindustrydatabase,comparedtotheda
2、tainthethirdquarterin2011,theamountofChinamicro-blogmarketactiveuserincreaseto249million,addnewactiveusersincreasingratedeclinefrom21.3%to18.2%.Afterseveralyearsofdevelopment,macro-bloghasaccumulatedahugeuserbaseandhasbeeninfluentialinthemediaofinformationtransmission,r
3、eportsofunexpectedeventsandsocialevent.Inthefieldofmarketing,micro-blogisregardedasausefultooltocarryoutnetworkmarketingandhasagoodbusinessprospects.TheInfluenceandcommercialvalueofmicro-blogbothdependonmicro-bloguserbaseandactivedegree.Inchina,micro-bloguserstendtobeth
4、enumberofInternetusers,themainplatformofmicro-bloguserstendtobesaturation.Howtoimprovetheactivedegreeofmicro-blogusersbecomeanurgentproblemstobesolvedforthemicro-blogoperators.ThestudyofUsers’initialmotivationcansolvetheproblemofhowtoattractnewusers,meanwhile,thestudyof
5、users’continuanceintentionissignificantforsolvingtheproblemofhowtoimprovetheactivedegree.Basedontheintegrationofexpectation-disconfirmationtheoryandmotivationtheory,Thispaperconstructsaconceptualmodeltoinvestigatetheaffectingfactorsonmicro-blogusers’continuanceintention
6、,weattempttoextractthefactorswhichcanaffectingthecontinuanceintentionfromthemicro-blogmotivationandprovidereferenceformicro-blogoperators.ThispaperusesSPSS17.0andAmos19.0softwaretoanalyzethedatafromquestionnairessurveysthroughstatisticaltest,factoranalysisandstructurale
7、quationmodelanalysis,inordertoexaminevalidityofquestionnairedata,extractmicro-blogusersmotivefactorandinvestigatetheaffectingfactoronmicro-blogusers’continuanceintention.Atlast,according2安徽财经大学硕士学位论文totheconclusion,theresearchputsforwardmarketinginspiration.Theconclusio
8、nsofthisstudylistasfollows:(1)Micro-blogmotivationexpectation-disconfirmationhassignificantinfluencetocustomer
