The Research Of Adeptation And Application Of The New Media Based On The Micro-blogging Diffusion

In the past2011, micro-blog has fully deserved the internet star, as a new media,micro-blog changed the way people access and share information. Taking Micro-blog asthe research object, this research discusses the micro-blog user behavior characteristics,and explores the factors affecting people to accept and use micro-blog. Based on thisproblem, this paper studies four aspects impact micro-blog attitudes and behaviors,which are micro-blog’s perceived usefulness, perceived ease of use, compatibility,observability.This study takes quantitative research as the main research method, and takesqualitative research as the assisted study method. In order to answer the researchquestion, apply structural equation model, and based on the measure of variablecalculation, and judge the hypothesis. The qualitative study part is a mainly literaturereview through the previous research results, and discuss in-depth after the resultsoutput, to make the research more convincing and practical.In the Investigation and proof to micro-blog users, this research increases newvariable of the study of innovation diffusion. In this paper several individual variablesare different from previous research, such as compatibility, observability, and theconclusions are different, such as micro-blog ’s perceived usefulness does not affect theuser’s behavior. Micro-blog ’s perceived ease of use does not affect attitude. Theobservability of the micro-blog is not pose a direct influence of users’ attitudes andbehaviors. According to these results, micro-blog enterprises can take correspondingmeasures when develop new users and consolidate the existing users.According to the analysis of above result, combined with China’s current mediaecological environment, puts forward the following three suggestions:1. Simplified theservice type, and improve the service functions and friendly interface.2. Enhance themicro-blog’s perceived usefulness, and solve the user’s actual needs.3. Make this"micro-blog compatibility" cake bigger, and realize the mutual exchange of neededproducts of new media technology.