Analysis Of Influencing Factors On Micro-blog Continuance Intention Usage

Web2.0, as a new guiding ideology of the internet, whose coming makes the users not only visitors to the website, but also the makers of web content. Micro-blog is a a typical application of Web2.0, since its appearance, it develops rapidly and the involvement of Chinese netizens is exploding. But to the extent of previous internet application, once the users lose viscous, this application will soon disappear in people vision. Through the review of the related literature at home and abroad, this paper points out that requirement of user can be meet or not is the reason that user continue using it. Therefore, this paper starts from the development status of Micro-blog in China, exploring factors that affecting the achievement of users’gratification and then analyzing factors affecting users’continued micro-blog usage intention.From continuance adoption literature of IS, this paper finds out a critical factor that affecting users’continuance usage of a Micro-blog, that is satisfaction. And then exploring the expectations of users, these expectations are the specific aspects of overall satisfaction. Finally, finding which objective characteristics affecting the achievement of gratification of users. This paper totally summarize14objective characteristics of Micro-blog. By integrating Expectation Disconfirmation Theory, Uses and Gratifications Theory and Updated DeLone&McLean Information System Success Model, the paper proposes a intergrated model to explain and predict users’continuance intention to use Micro-blog.This paper using the questionnaire survey method through Online collecting. Effective questionnaire is245in total. Using SEM to test the Model, and chooses SmartPLS2.0as the parameters estimation software. The model proposed in this paper gets a considerable data support. Research findings show users’continuance intention (behavioral intention) is jointly determined by users’satisfaction (behavioral-based attitude) and their habitual micro-blog use behavior, and satisfaction is positively affected by gratification (object-based attitude) which is a joint function of system quality, information quality and service quality (object-based beliefs). We hope this paper can give reference to the providers of Micro-blog in China.