Research And Analysis On Microblog User Behavior Model

In today’s mobile internet time, the rapid rise of the current Mobile social networking products such as wechat has brought great challenges to microblog. What microblog must to do currently is to grasp the core users and to enhance user agglutinant, what’s the most important is understanding the user behavior and master the law of user’s behavior. In addition, domestic scholars who research about Weibo user behavior mostly stay in the adoption phase of research.However, the success of microblog ultimately depends on the user’s continuous use. If there is no effective long-term use, the users can’t get management value from the internet application.This article, combining the theory of TAM and the theory of IS application, dividing the behavior of users into three stages:adoption phase、use phase after adoption、result of phase, integrating the model of TAM and model of continuous use after adoption, analysis the relationships of factors between different stages and provide advice to microblog how to attract users to maintain behaviorThis research brings in the theory of Network Externality, the theory of Innovation and the theory of MM, based on the classic TAM model. In addition, this research also applies the theory of IS continuance in a creative way to have an extend exploration of the continuous user behavior and the behavior result (user influence) from the dimensions of both deep structure and cognitive attention. It comes out that the external factors (the network externality and the innovation of users) actually have a deep impact on user motivation (Perceived usefulness and perceived sense of pleasure). The user motivation will influence the deep structure and cognitive attention of users indirectly and the cognitive attention will increase if the user influence increases.