The Research Of Micro-blog Users' Forward

In recent years, micro-blog have changed people's life a lot in nowadays. This change is transmitted through the micro-blog messages. While the study for micro-blog is not so much, it is necessary to have a research on it.In this paper, perceived quality of information is the view, and with a large of relevant literature, users' interviews and the questionnaire survey, we establish the research model. The paper is to see how can the three factors:perceived risk, perceived information quality and trust impact on the users' forward. The conclusions of the study can be included as following:First:Perceived risk will have a negative impact on the users' forward. The higher the perceived risk, the lower the users' forward. Perceived risk is divided into four dimensions:controversial information, sensitive information, risk information and the impact of information.Second:Perceived quality of the information will have a positive on the users' forward. The higher the perceived quality of the information, the much increase does the user will have. Perceived quality can be divided into three dimensions:timeliness, authenticity and matching. Third:Trust will have a positive impact on the users' forward. The higher level of trust, the much increase does the user will have.Forth:Perceived quality will have positive impact on trust, and it will have a negative impact on perceived risk. Trust will have a negative impact on perceived quality. And all this relations will have indirect effect on the users' forward. Keywords:micro-blog; perceived quality; perceived risk; trust; forward...