| With the development of society and the improve of science and technology,3G mobile Internet gradually blend into people’s life. People’s communicative approach had laid a foundation on plentiful Internet applications and the popularity of smart mobile terminal. Micro-message, as a kind of instant messaging tools on the new mobile Internet, had gathered a large number of users shortly after birth. Micro-message has social function, it had caused a instant messaging tools’revolution. In order to find the reason why people rush into micro-message, this paper discussed people’s intrinsic motivation of using Micro-message, and tried to find out the correlation between the motivation and the behavior, in order to point out the future path of development.In the dissemination of Technology Acceptance Model, this study summarized the predecessors’research on "motivation-behavior" theoretical and mobile message software. Taking the way of in-depth interview, this study mixed the new characteristics of mobile Internet into TAM model, structured a relationship model between user motivation and user behavior. Then through questionnaires collecting and data sorting, this study carried on factor analysis, reliability&validity analysis and regression analysis with the use of AMOS and SPSS software, in order to test the rationality of the model.The research results show that "software user features" and "social members features" are the two dimensions of the independent variable (user motivation). And behavior intention is an important intermediary variable, while user behavior can be measured by participation level and participation hierarchy. Final results show that different user motivation has positive influence on user behavior through the intermediary of behavioral intention. This paper not only offered some suggestions for the strategy formulation of micro-message, but also provided some references for the promotion of micro-message marketing concept. |
