A Study On Sina Microblog Users' Intention Of Continually Publishing Information

With the rapid development of web 2.0 and the real time convenience of mobile usage,various mobile platform applications begin to promote on line and expand.Microblog,especially the Sina Microblog,has become the most welcomed on-line platform among users.Its rising and developing on both web version and mobile application port has successfully gained users' unanimous praise,becoming a platform with high vitality.huge user volume and thriving information in the domestic.The current researches about microblog cover wide range.About the users,the relevant researches cover the motivation of users?the users' content-generated motivation?users' satisfaction and loyalty?users purchase behavior and etc.About the microblog itself,researches includes data mining analysis of hashtags and etc.Sina Microblog can be regarded as the most successful platform model in the domestic,it has been in operation for more than 5 years and successfully becomes the primary on-line entertainment platform.The Sina Microblog users now not only use and accept the platform,but the more are to continue use it.In order to know why the users are willing to use Sina Microblog and continue use its publishing function to send pictures?words?micro-video and etc,continuously maintain high information publishing frequency,we take this as the starting point and put forward the study on the Sina Microblog users intention of continually publishing information,trying to know the users‘information publishing motivation and continuance intention.This paper first give a brief introduction about the topic background?current research status?research methods?technology roadmap?innovation point and etc.Then,based on the current foreign documents and domestic researches about the relevant content of Sina Microblog like its definition?behavior motivation and etc,we concluded the theories and methods.Combining with the specialty and uniqueness of Sina Microblog platform,we propose relevant hypothetical factors and build a hypothetical model.Via the design of the questionnaire and its release,we collect the relevant data and use the data analysis software SPSS 20.0 to deal with the data.Discription analysis?reliability analysis?validity analysis and linear-regression analysis are used to test the model,finally we conclude the Sina Microblog users' intention of continually publishing information influencing factors.In the end,according to the results of this paper,conclusions are made and relevant suggestions are put forward to attract more users to continue to join in the information publishing on Sina Microblog platform,propelling the Sina Microblog platform to be more suitable with the users' experience,retaining and attracting more users to join in and use Sina Microblog,keeping the Sina Microblog operator continues to be the leader of this industry.