Mobile Microblog Adoption Study From The Perspective Of Usability

With the strong media value and social value, the microblog quickly became very popular and been the most popular internet product. Through microblog, user could get the instant news, participate in the discussion of hot social topics, share own seeing, listening and feeling with others and acquire the latest information of friends. The brevity of microblog content make the mobile device, such like mobile phone, been the effective way to access microblog, while the portability of mobile phone make the ability of impromptu original content with mobile phone far better than computer, so the mobile microblog attract lots of users. But using the microblog by mobile phone, the performance will be restrained by the mobile device, the application or the WAP website of microblog and the mobile internet. Base on the merit and demerit of mobile microblog, this paper does the usability research on the mobile microblog, and analysis the adoption of mobile microblog with the task technology fit theory.This paper adopts empirical research method combing the literature review and questionnaire. Firstly, after systematic literature review we propose an integrate model with the usability study and task technology fit theory, in which we take the usability of mobile microblog as the technology characteristic of task technology fit, analysis the match degree among the usability of microblog, task characteristic and individual characteristic, then we do the further analysis for how match degree influence user adoption intention. Secondly, we collect data by the way of questionnaire; get the final sample from271responses. Finally, we test the research model and hypothesize those proposed in our study by the tools of SPSS and PLS.Study findings are concluded as following:the usability of mobile microblog does the positive influence on the task technology fit, the task technology fit does the positive influence on the task technology fit and the influences are both significantly. These illustrate that the integrate model we proposed in our study is valid. Additionally, we do the analysis with the data of smart phone and result shows that factors of usability account much more for the mobile microblog. Based on our findings, this research will give some suggestions for the development of microblog service, mobile phone and mobile internet.