Comparative Research On Influencing Factors Of Users’ Behavior Towards Micro-Blog And Wechat Based On Mobile Internet

With the development of mobile internet and mobile terminals, more and more users of social networks gradually transferred to the mobile devices. As two of the most widely used and the most influential social network products, Micro-blog and Wechat had been paid more and more attention by the academic areas. This paper makes a comparative research on influencing factors of users’ behavior towards Micro-blog and Wechat. Then find out the influencing factors of different kinds of mobile social network product users’ behavior and its degree of influence.This paper takes the users of micro-blog and Wechat on mobile terminals as the investigation object, based on the Unified Theory of Acceptance and Use of Technology, combine the characteristics of these two products and the needs of comparative research, and on the basis of the study of the previous related theory and literature, summarize the conceptual model of influencing factors of users’ behavior toward Micro-blog and Wechat on mobile terminals. This paper does an empirical research and collected primary sources by questionnaire investigation method. SPSS20.0is the main tool to do the data descriptive analysis, reliability and validity, regression analysis. This paper verifies the effect of the factors on the users’ usage intention and use behavior of Micro-blog and Wechat on mobile terminals.Research results show that Information Performance Expectancy, Social Performance Expectancy, Business Performance Expectancy, Personalized Demand, Entertainment Demand and Social Influencing have a positive effect on usage intention of users using Micro-blog and Wechat on mobile terminals. Facilitating conditions and usage intention have a positive effection on use behavior. Personalized demand has no significant effect on use behavior. Then based on the comparative analysis of the influencing factors of users’ behavior towards Micro-blog and Wechat, and provides some theoretical guidance for developing Micro-blog and Wechat market and the profitability of service providers, then to provide reference for the mobile social network products which are now in the market or going to enter the market.