Empirical Study Of Influencing Factors On Sina Microblog Discontinuance Intention

Because it's huge base of users and profiTab.ility Sina microblog occupies the leading place of social media in China.And last year,the market value of Sina microblog exceeded Twitter for the very first time,compared to the fact that when first created the market value of Twitter was seven times more than Sina microblog's.It's obvious that microblog has gone through a fast development,but there are underlying issues behind the fast growing.Such as the low involvement of users,the low activity of users and the depletion of original content.A lot of users exhibit this kind of behavior manner that register at the first time,be an active user a few days and then quit.Whether you admit it or not,this is really the fact.As we all know,the core value of Sina microblog is to carry valuable massages to the users,so the information quality is critical to Sina microblog.In our study,we analyze the information quality from four dimensions,including intrinsic information quality,contextual information quality,representational information quality and accessible information quality.For each dimension,we find the core information attributes as the evaluation criterion.And then we get our own assessment framework of information quality.We use stressor-strain-outcome(SSO)theory,conservation of resources theory,expectancy disconfirmation theory and motivation theory as the theory foundation to help us understand the relationship between information quality and microblog fatigue and discontinuance intention.The research method we use is empirical research method and we use questionnaire to collect data.In the end,we collected 450 complete questionnaire and analyze them with structural equation model.