The Study Of MicroBlog Based On The Theory Of Diffusion Of Innovations

The earliest MicroBlog named Twitter was born in 2006. It started to work independently inApril, 2007. In 2008, it experienced a fever among the dignitaries and celebrities. After that,moreand more people joined this“the game”with the purpose of sharing, spreading and obtaininginformation. As an innovative way of spreading information, MicroBlog has attracted theattention of other countries. More and more countries started to imitate twitter to establish theirown MicroBlog website. As a result, a large number of Internet users turned up. China was noexception.In 2007, some MicroBloggings which imitated Twitter named Fanfou and Digu appeared inChina. However, they were only popular in the interior profession within small areas. Until 2009,MicroBolg was abundantly swift in China after web portals“Sina”launched Sina MicroBolg,The famous four web portals, even some large websites such as PhoenixNet and thepeople.com.cn have opened their MicroBlog and they attracted a large number of cyber citizens.The number of MicroBlog users increased at all times. So we have to ask the reason why theMicroBlog was so popular. Why do the users use MicroBlog? These are the questions which thisarticle aims to study.Bases on the theory of diffusion of innovations of the famous scholar Rogers, this thesismakes further analysis of the diffusion of MicroBlog in our country from MicroBlog itself, thechannels of MicroBlog’s diffusion in our country, MicroBlog user’s individual innovation aswell as the social environment of MicroBlog and so on. First of all, this article analyzes thesituation of MicroBlog’s diffusion in our country from its appearance until now. It can bediscovered that it matches the basic feature of innovation diffusion. Take Sina MicroBlog asexample, take the time as the abscissa and take the number of registers as ordinate when we drawa curve. Because of the representativeness and its great influence of Sina MicroBlog in ourcountry, we consider that the diffusion of blog in our country corresponds with the S-curve ofinnovation diffusion theory. That is to say, the proliferation is slow in the initial period, and thediffusion process will speed up when the users achieve certain quantities even presents thelaunching. The best way of promoting innovation is to unify the interpersonal dissemination withthe mass media dissemination. MicroBlog also followed this rule in our country.Secondly, this article uses a micro-analysis of the innovation diffusion theory traditionally.It considers the diffusion process of MicroBlog in China through user’s behavior. Based on thediffusion of innovation theory and the situation of diffusion of MicroBlog in China, the thesisproposes the influence factors and several suppositions of MicroBlog diffusion in our country and constructs the model of the influence factors of MicroBlog preliminarily. Later, the authordid some empirical research, designed questionnaire and selected certain users to analyze theobtained data by SPSS software. As a result, the conclusion of the impact strength to the user’sbehavior of the relative superiority, the compatibility, the usability, the possibly observe, thechannel of diffusion, the innovation of users, and the social environment and so on can be drawn.Finally, the article summarizes the results of qualitative and quantitative analysis aboutMicroBlog diffusion and concludes that Microblog’s diffusion in China basically consists withthe general characteristics of Innovation Diffusion Theory. However, it demonstrates its uniquecharacteristics at the same time. The more simple use the users can grasp, the more suitable forthe spread of MicroBlog is. The more comparative advantages it has, the more time the users willspend on Microblog. The higher frequency of use; the more comparative advantages has, themore suitable for the spread of MicroBlog, users will continue to use the MicroBlog. Thechannel is more suitable for the spread of Microblog, the higher personal innovation the userscan have. As a result, more people will be recommended to use MicroBlog. Finally, the articlecorrects the model of MicroBlog diffusion impact factors, and expounds on the insufficiency andthe further research direction.This article applies Innovation Diffusion Theory to MicroBlog’s study. It expands theapplicative scope and domain of the Innovation Diffusion Theory, adding a new perspective forMicroblog research. It also expands the scope of study on the dissemination research. The thesisproves a great significance in theory and practice.