A Study Of Factors Influencing Micro-Blog Usage Based On Innovation Diffusion Theory

Micro-blog is an emerging Internet application. It is just two years since Sina micro-blog beta in China 2009. Now the number of micro-blog users has increased a lot. Micro-blog become one of the hottest internet applications, and plays an important role in people’s usual life, entertainment, study and even work. Micro-blog is changing the world with its own way. However, as the rapid pace of development of internet, micro-blog may be placed by another new application at any time of future.So to make the micro-blog develop much better, micro-blog operator must find the factors Influencing Micro-blog Usage and the degree of influencing factors at first.This paper based on innovation diffusion theory and combined with the theory of micro-blog at this stage, finds the factors influencing micro-blog usage Systematically and comprehensively first, second builds a model of factors influencing Micro-blog usage, third tests the model by way of questionnaire survey. Finally this paper makes the conclusion that the factors that influencing people to use micro-blog are as follows: superiority of getting information, superiority of record and expression, superiority of social intercourse, superiority of closing to celebrities, ease of use, compatibility, observablity and subjective norm. According to the degree of influence, the descending order of all the factors is:superiority of getting information, closing to celebrities, superiority of record and expression, ease of use, superiority of social intercourse, subjective norm, compatibility and observablity.