The Study Of The Relationship Betwee Microblog Users’ Affection Experience, Need Gratification And Satisfaction

At present, microblog industry is confronting a serious problem that the number of active users is decreasing. Every microblog company is taking necessary measures to keep active users. Based on this context, this paper analyzes factors that have remarkable influence on microblog continuance from the perspective of information system continuance and explores the relationship among users’affection, need gratification and users’ satisfaction.Traditional information continuance theory based on rational agent hypothesis is able to explain utilitarian information system very well. But this theory does not consider users’intrinsic motivations (such as affection), so it can not explain hedonic information system represented by microblog accurately. Therefore, this paper uses Oliver’s related theories to improve traditional continuance theory from perspectives of affection-oriented satisfaction and cognitive-oriented satisfaction.In the perspective of affection-oriented satisfaction, this paper mainly analyzes the relationship between users’affection and satisfaction. Two steps of affection measurement are done. In the first step,25main affections are found. In the second step, results reveal that positive affections have significant influence on users’satisfaction, but the hypothesis that negative affections are negatively related with satisfaction is not testified.In the perspective of cognitive-oriented satisfaction, this paper primarily investigates the relationship between users’need gratification and users’ satisfaction. Maslow’s Need Hierarchy Theory is used to build the framework of microblog users’needs. There are six kinds of microblog users’needs, Safety, Belonging, Esteem, Cognitive, Self-Efficacy and Self-Achievement Need. Results show that gratifications of the first four needs can positively affect users’ satisfaction.