Research On The Influential Factors Of Continuance Intention Of The Enterprise Micro-blog Users

With the rapid iteration of Internet technology,people’s lives are changing at all times.In particular,the development of the mobile Internet has made great innovations in information dissemination and social networking.Micro-blog,a network social way that comes from the United States and it is welcome all over the world,it has become a representative of the wave of innovation.Enterprise micro-blog is the account type which is the main body of the enterprise.Compared with the general personal micro-blog account,it has more marketing and service functions,which has brought new opportunities for enterprise network marketing.The continuance intention and usage of users is the foundation for micro-blog to play the value of marketing and service.Therefore,improving users’ continuance intention has become an important challenge for micro-blog operators.This thesis takes the enterprise micro-blog as the research object,to study the influencing factors of users’ continuance intention,to build enterprise micro-blog users continuance intention factors model,and then explore the factors how to influence the users’ continuance intention,and which important factors can help enterprises to effectively enhance the user’s micro-blog continuance intention.The main contents of this thesis are as follows:First of all,through the basic theory research to explore the influence factors of the user’s willingness to use.Based on the combing theories of users’ continuous use behavior and willingness,this thesis focuses on TAM and ECM-ISC,and finds that expectation recognition,perceived usefulness and satisfaction are the key factors,which lays a theoretical foundation for later research.Secondly,on the basis of the classic theoretical model,the research model and hypothesis are put forward in combination with the characteristics of enterprise micro-blog.Based on TAM and ECM-ISC,drawing lessons from PPM and other theories,this thesis constructs an influential factor model of micro-blog users’ continuance intention,and puts forward research hypotheses based on previous research and micro-blog characteristics,so as to make full preparations for empirical research.Finally,this thesis carries out an empirical study.The empirical study of this thesis is divided into two stages: questionnaire survey and statistical analysis.In the first stage,a questionnaire survey was carried out to pre investigation and formal investigation.The second stage is statistical analysis.The reliability,validity and correlation analysis of sample data are carried out.On this basis,the structural equation method is used to verify the research models and hypotheses.The results show that perceived usefulness,satisfaction and perceived playfulness will have a direct positive impact on the user’s continuance intention,the expectation of confirmation,perceived usefulness and perceived playfulness will indirectly affect the user’s willingness to use,and the substitute attraction has no effect on the user’s continuance intention.According to the degree of influence,the order is: perceived playfulness,perceived usefulness,satisfaction and expectation recognition.And then,put forward the pertinent proposals for the operators on the basis of the conclusion.