The Research Of Influencing Factors On User Aspiration Of Micro-blog Community

With the development of Internet and the explosive growth of social networking services (SNS), network services has become more personalized and diversified. Microblog have been extremely popular in the nowadays, for they can be beneficial to both individual users and community practitioners. Not only for the Twitter, and for the Sina、Tecent, in the development of Internet, It’s very necessary to improve user stickiness for community operators to attract and retain users in such fierce competition. In one hand, it can enrich some theory; In another hand, the study can give advice to the ruler and users. In order to success, it’s very necessary to analyze aspiration of users deeply. This paper is aimed at user aspiration of Microblog communities and devoted to study its influence factors.Based on previously document, it is mainly three sides:the facilitator factors; the user motivation factor; the surrounding factor. Through empirical analysis obtain the following findings:information quality、information demand、social demand、 entertainment demand service technique、media plent、belong demand、interest demand、personal demand、group standard、apperceive valuable; And the study analysis these factors deeply. In this article, many methods are applied,such as SPSS, factor analysis,impact analysis.Through empirical analysis obtain the following findings:different factors have different effects on user aspiration of Microblog communities; the effect of information demand is the highest, entertainment demand is the second. The ruler should have enough attention on these factors. And this article mainly study aspiration of student, not the behavior, so we should do more study.