Micro-Blog User's Participation Motivation And Behavior

As an applied web style which has been mushrooming in recent years, micro-blog has driven a "micro-revolution" via its strong impact and rising amount of its users while it came into being. This reserch is conserned about the newly emerging phenomenon and take the micro-blog users as the object, aiming at probing into their motivations, understanding their attitudes and behaviors of using the micro-blog and the influence among the three of them.Initiating primarily at the communication and psychology and taking the TAM as the fundamental structure, the research which is on the basis of combing the relative researches and documents before and on grasping the defination, functions and characteristics of the micro-blog profundingly, constitutes a hypothetical model conserning motivations and behaviors of using micro-blog. The motivations of the users being taken as independent viables, attitudes as intervening viables, behaviors as dependent viables, and demographics such as genda and registration data as controlled viables, the model explores the indirect relations between motives and behaviors as well as the direct relations the TAM has never concerned.Empirical research methods were adopted, including survay methods being predominant while the interview methods subsidary. Questionnares were introduced in. It is used the SPSS software to analyze 231 valid samples based on the profunding interviews with 10 micro-blog users and the 253 pieces of questionnares of 253 users. The hypothetical model was verified that its basic structure was legitimate by the survey and also modified to conclude as below:(1) Documentary, informativity, expressing openly, convenience, entertainment, custom, companionship, social communication and so on are the main motivations the users employ micro-blog and the three of them are of the upmost. Besides, the motivations vary differently among different users.(2) Satisfaction of the micro-blog is the main attitude of the users and they behave high intentions to continue their usings. (3) A modification is required to the micro-blog of the TAM. Apart from taking indirect influence on behaviors by working on attitudes, motivations influence behavior directly. And the attitudes influence the using time, frequency and deepth.(4) For the relationship between motivations and behaviors of micro-blog using, social motivations (the motive of social communication and promotion)influence the using time, social motivations, documentary motivations (including documentary, expressing openly, convenience influence the using frequency, and emotional motivations (including catharsis of emotion, remission of pressure, entertainment), informativity motivations (including transmassion, reception and share of information and knowledge) and the documentary-expression motivations have the influences on the layers and deepths of the usages.(5) The two demographic trends including genda and registration data influence the using behaviors. Males take the leading status in the frequency and time of the usages and the layers of participations. The longer register the users, the more time and higher frequency of the usages are.(6) The frequency of the usages of the micro-blog is comparatively high and the time long. Close to half of users logon micro-blog once a day, and the quatity of the population strolling in the micro-blog is one third.