Study On Factors Influencing Adoption Of Mobile Microblog User Based On UTAUT Model

With the sustained and rapid development of the wireless network and smartphone, the number of mobile phone users continues to grow, mobile phone is still in the stable position of the largest mobile terminal, and mobile terminal applications continue to heat up, especially the social network and game playing applications continue to grow, with the intense competition.With the rapid development of mobile communication technology and mobile Internet technology, mobile phone microblog has been widely known. As one of the mobile social media applications, mobile microblog fits mobile communications very well, and on the basis of the development of social networks, and promoting other functions or applications of the payment, games and so on. However, the statistical report of the past year shows that there has been a gradual decline in the trend growth rate of the number of microblog users.Thus, in this era of rapid development of mobile services, it becomes very necessary to do an in-depth study of factors that affect users’ adoption of mobile-microblog. Only by understanding the users’behavior can we take the corresponding policy actions, in order to enhance the old users’adoption and trigger the interest of the new generation user, thereby to reverse the situation of the reducing number of mobile phone microblog users.The paper topic from the National Natural Science Foundation of "study on the users’adoption and sustained behavior of mobile social network"(ID:71261008). The main purpose of this study is to build an effective model of user behavior to explain the key factors that influence the behavior of mobile phone users to use microblog. On the basis of research of the adoption of mobile commerce behavior analyzing from domestic and foreign scholars user, this paper uses the classic user adoption theory UTAUT (Unified Theory of Acceptance and Use of Technology) as the basis model theory, combining with the perspective of perceived risk and the use context and to build a mobile phone microblog user adoption model, used to analysis the factors that affect mobile-microblog users’acceptance and usage behavior. Through a questionnaire to collect firsthand user data, analyzing these empirical data with the statistical analysis software-SPSS and the structural equation modeling software-AMOS, in order to test the assumptions of model’s factors and paths, finally to test the adaptation of the model’s validation. Thus providing a theoretical basis of users’ adoption to the mobile phone or microblog operator, and management recommendations are presented in accordance with the corresponding of empirical results.Specific content includes five parts:(1) Describing the microblog technology adoption theories, situational theory, perceived risk theory, and other concepts and features, and the present researches of them.(2) According to the specific circumstances of the mobile phone-microblog modify the UTAUT model, study and analysis the factors that affect the user adoption of mobile phone-microblog, including the dependent variable, external variables and mediating variables.(3) To build a model of the adoption of mobile microblogging user, and through an empirical analysis, identify the key factors from the hypotheses variables and value their impact on the adoption of users’ intention.(4) Put forward some countermeasures and suggestions to attract users to adopt the mobile microblog service feasibility.Through the network investigation questionnaire, this study finally collects340effective questionnaires and use statistical software SPSS and AMOS to analyze the original data and then tests the research hypothesis and model. The empirical results are as follows:(1) The empirical study based on UTAUT model finds that social influence, performance expectancy, perceived risk has a significant effect on the user’s intention, and the perceived risk is negative to the influence of the intention to use.(2) As intermediary variables, use context, performance expectancy and effort expectancy indirectly produces a significant and positive effect on intention to use, thus affecting the behavior of users.(3) The user’s behavior has a significant positive impact on its behavior.Finally, based on the results of empirical research, this paper puts forward some microblog about mobile phone service promotion and development suggestion, expecting give some help to scientifically formulate or adjust the future development strategy, making it more accurate and diversification to meet users’ needs. In addition, this paper discusses the limitations and the prospect of future research.