Study And Analysis On The Determinants Of Users’ Stickiness Of Weibo Based On Acceptance Of Technology Model

The rapid development of communication technology, from technology maturesof3G to4G’s coming era, smart phones is instead of traditional phone into thedevelopment of people’s main communication tool, the phone’s main communicationsand technology, smart phones replacing traditional phones become the primarycommunication tool, the main function of the phone call from the early expansion ofSMS to Internet browsing, games and social and so on. To February2014, China’smobile Internet users approach500million scale, while large user base and evolvingnewer mobile internet technology has spawned the growth of mobile social spurt. Inrecent years, mobile social media is getting more and more academic attention ofmany scholars on the area of behavioral characteristics and psychological causes, aswell as designing customized mobile social services based on user behaviorcharacteristics and needs, and exploring Users’ intention to use mobile social media.These studies for the development of mobile social theory provide support andvaluable suggestions. Based on the technology acceptance model technology, startingfrom the user’s point of view by using of empirical analysis, interesting perception,subjective norms are added into the TAM model to establish Weibo users’ stickinessmodel, then analysis the reliability of the data, validity analysis, correlation andregression analysis, to explore the relationship between users’ intention to use andtheir impact factors, and ultimately concluded that: subjective norm, perceived ease ofuse, perceived usefulness perception fun and willingness to use are significantpositive correlation, which perceived usefulness, followed by the subjective norm,perceived fun. Willingness to use and user stickiness are significant positivecorrelation.By analysis and research of Weibo users’ stickiness, we propose for the futuredevelopment of mobile social media following recommendations: in marketingfocuses on word of mouth marketing among acquaintances, increase efforts topromote the Mesozoic users, thereby strengthening subjective norms; users’ interfaceshould be simple, functional to be simple and effective to improve the usefulness andease of use; the mobile social media has gained new features to increase theperception of interactive fun, and ultimately to improve the user wishes to bring theuser to the mobile social media sticky.