Research On Determined Factors Of Publishing Behavior Intention Via Mobile Micro-blo-Application

With the widely use of mobile internet and social media, mobile micro-blog becomes an important part of our daily life. As a typical technology of SoLoMo (Social, Location, Mobile), mobile micro-blog subtly changes our life-style and usher people into smart life.Previous behavior research in IS field still focuses on user behavior under working background. Research of non-working behavior, especially mobile internet and social media is lacking. Previous research result could not be used in this background directly. Thus, it’s really necessary to launch an empirical study to clarify the mechanism. At the same time, service providers are eager to figure out the factors impacting the increasing of using willingness and user stickiness.This study focuses on the determined factors of publishing behavior intention via mobile micro-blog application. Base on the integration model of Motivation Model (MM) and Need-technology Fit (NTF) to explore the determined factors of micro-blog publishing behavior intention via mobile micro-blog application. In order to address the issue of user’s behavior intention of mobile micro-blog, TAM, MM, TTF and NTF theory was reviewed. Based on these, the hypothesized model is empirically validated with the using of SPSS16.0and AMOS17.0.Result shows that, the behavior intention is determined by user’s perceptions and the fit between technology and need. User’s perceptions include perceived usefulness and perceived enjoyment. And the fit between technology and need is influenced by the need characteristic and the technology characteristic.This Study is the first time that uses the derivative theory of TTF "Need-Technology Fit" in empirical study; also integrate Motivation Model (MM) with Need-technology Fit (NTF) creatively to clarify the impact mechanism of mobile micro-blog publishing under non-working background. A Need-technology Fit scale of mobile micro-blog application is developed and a reference for future study, especially in mobile internet is provided.Finally, Suggestions about how to optimize the software and improve user stickiness are given.