Study On The Willingness Of Micro-blog Users To Participate Personalized Knowledge Services

In this society, the Internet changes quickly, which has brought great changes to people’s lives. The survey data of China Internet Network Information Center shows that China now has a large number of Internet users. Networks plays an irreplaceable role in people’s lives. In such a torrent, a social networking platform is worth mentioning, which is Micro-blog. Whether foreign growing up Sina Micro-blog, Tencent Micro-blog, etc. has become an important platform for people to socialize, communicate or information disseminate. Micro-blog is dapper, easy to use, simple to operate, also a socialized communication platform, you can personalize the message, these are the enduring advantages of micro-blog. Not only that, this is a more personalized era, people due to the stock of knowledge, interest preferences, behavioral characteristics, industry requirements and other differences, the demands are more and more diversified and complicated. This requires micro-blog providing knowledge services to users, at the same time, strengths the combination of personalized service and achieving personalized knowledge service of micro-blog.This paper describes the study of foreign and domestic personalized knowledge services, describes its research progress, describes the development and characteristics of micro-blog, defines micro-blog users, elaborates on the concept of personalized knowledge services, features and models, as well as personalized knowledge service of micro-blog, and finally defines willingness to participate. On the basis of a large number of theoretical results, combining documents and monographs makes a research frame, mainly studying on the basic properties of micro-blog users (gender, education level, occupation, micro-blog respective web sites, micro-blog opening time, time spent on micro-blog one day) perceived service usefulness, perceived ease of use, service quality, perceived service risk, factors for the individual needs, etc. how affects willingness of micro-blog users participating personalized knowledge service. The main research was obtained through a questionnaire survey data analysis using SPSS. First, the reliability and validity analysis ensures the consistency and effectiveness of the questionnaire; Followed by one-way A NOVA analysis, the basic properties of the micro-blog users in the factors affecting its willingness to participate is significant or not; Finally, the data obtained in the survey conducted correlation analysis and regression analysis, this article assumes that the five independent variables affects the willingness to participate personalized knowledge service, and analyses the relevance. The study hypothesis is verified finally, In conclusion, the basic properties of micro-blog users (gender, education level, occupation, micro-blog respective web sites, micro-blog opening time, time spent on micro-blog one day) affects the willingness of micro-blog users to participate personalized knowledge service, perceived usefulness of the service has a positive effect on the willingness to participate, perceived ease of use has a positive effect on the willingness to participate, service quality has a positive effect on the willingness to participate, perceived service risk has a negative effect on the willingness to participate, factors for the individual needs has a positive effect on the willingness to participate. Among them, the most important factor affecting the micro-blog users to participate the personalized knowledge service is the service quality.In this paper, by combining theoretical and empirical research methods, theoretically riches the research of personalized knowledge service, studying on the development of personalized knowledge service from a new perspective, is a new explore about personalized knowledge service and micro-blog, which can provide ideas and reference to future research related. From the practice, for the micro-blog operators to develop personalized knowledge service, clearly positioned itself, increasing user stickiness micro-blog, how to take relevant measures, puts forward some suggestions and comments. However, due to limited qualifications, inevitably there are some problems in this article, representative sample is limited, factors involved in the conceptual model is not comprehensive enough. Finally, some suggestions are put forward for future research related.