Research On Influence Factors Of Continuous Using Behavior Of Mobile Micro Blog

The development of mobile and3G technology has brought China’s mobile internet area. With the widespread popularity of smart phones, tablet PCs and other mobile terminal, the mobile Internet rapidly enter people’s lives, and a variety of Internet products have been designed for the mobile terminal. Micro blog for mobile terminal, mobile Micro blog, not only brought portable, participatory and sharing experience to people’s life and entertainment, but also saved people’s time cost of communicating. Today, mobile Micro blog became a emerging mobile Internet products with development potential and large user group.This paper based on mobile Micro blog as the research object, the paper probes into the mobile Micro blog’s development history, definition, function and characteristics. Then the author summarized relevant research achievements of the domestic and foreign scholars for social media, mobile Micro blog and the continuous using behavior of information system base on a large number of literature reading and the theoretical foundation. After that, the author refined the key factors which affects the will of the continuous use of information system, and finally formed the theoretical model——model of the continuous using of mobile Micro blog which merged EECM-IT model, the information system success model, and perception recreational theory.Data collection of this paper used the questionnaire survey way, which sent questionnaires to the mobile Micro blog users through the online/offline methods. Using structural equation analysis method, this paper put forward a theoretical model for inspecting, and final model fitting degree is good. Through the verification:(1) the greatest impact of continue using behavior is satisfaction, followed by perceived usefulness, again is expected to confirm;(2) the greatest impact of satisfaction is expect to confirm, followed by perceived usefulness, again is perception entertaining.Finally, this paper put forward suggestions for the mobile Micro blog service provider, in order to provide certain ideas for the future development of the mobile Micro blog. The suggestions include:(1)paying attention to mobile Micro blog information management;(2)paying attention to mobile Micro blog entertaining;(3)developing new function and application combining with mobile terminals;(4)enhancing the customer relationship network construction and increasing the user viscosity.