Research On Influencing Factors Of Users’ Behavior Toward Micro-blog Based On UtAUT Model

Micro-blogging is a feature that allows users to access the Internet through a variety of terminal communication, update brief text timely and publish in public. The explosive growth of the micro-blogging users, has caused more and more attention from academic community. It is worthy to study the influencing factors allowing users to accept and use the micro-blogging.This paper puts micro-blogging users as the aspect of investigation, combines with the characteristics of micro-blogging, joins gender, job, education as control variables, summarize conceptual model of influencing factors of users’behavior toward micro-blogging based on Unified Theory of Acceptance and Use of Technology model.This paper does an empirical research and collected primary sources by Questionnaire Investigation Method which send360questionnaires,320are valid. SPSS20.0is the main tool to do the data descriptive analysis, reliability and validity, regression analysis, this paper verifies the effect of seven factors (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Information Demand, Entertainment Demand, Personalized Demand) on usage intention and use behavior of micro-blogging users.Research results show that, Performance Expectancy, Effort Expectancy, Social Influence, Information Demand, Entertainment Demand and Personalized Demand have a positive effect on Usage Intention of users using micro-blogging; Facilitating Conditions, Information Demand and Entertainment Demand have a positive effect on Use Behavior of users using micro-blogging; Personalized Demand has no significant effect on Use Behavior of users using micro-blogging; Gender, Education and Job have no effect on Usage Intention and Use Behavior of users using micro-blogging.Finally, this paper puts forward some suggestions and inspiration to micro-blogging service providers according to the conclusion, and provides some theoretical guidance for developing micro-blogging market and the profitability of service providers. In addition, this paper also indicates the innovation, research limitations and outlook of this paper.