| Microblogging is one of the latest typical Web 2.0 applications. The emergence of microblogging enriches the daily lives of the majority of internet users. By using the mobile terminal, computer enter, people can deliver information on the daily lives in 140 words or less in microblogging. In addition, people can also discuss public topics, report emergencies on microblogging. Microblogging become one of the most convenient, easiest and timely manner for internet users to access to the right of voice and expression. The innovative features of microblogging attract more and more people began to "Woven Scarf".The microblogging users in College students can make use of microblogging to contact and dialogue with the idol which cannot reach in the past, in addition, from this we also can look for job, study and communicate with community members. So college students become very active microblogging users.In this paper, the theoretical support are "Diffusion of Innovation" and "Uses and Gratifications" thoery and so on. Taking the college students in Chengdu for example, this paper attempt to analyze and study the adoption and diffusion law of microblogging in college students which is a mew media technology. This paper introduces the trend of increasing integration Three Networks, and then descibe in detail the connotation of microblogging and the attributes of microblogging, such as "low use cost", "ease of use". Next, this paper comb the development of microblogging status in the country.By web survey, personal interviews and participand observation research method, this paper describe and summarize the adoption and diffusion law of microblogging in Chengdu college students users, separately from several aspects such as communication channels, innovation agents and the angle of the microblogging adopters. Finally, this paper analyze the problems which arise in the process of microblogging adoption and diffusion in college students, and propose some strategic for those issues. |
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