Examining Influencing Factors of Users’ Continuance Intention Toword Microbloging
|Course||Management Science and Engineering|
|Keywords||Micro-blog continuance usage Expectation-Confirmation Model Flow theory supplier-side attributes|
With the rapid development of network, all kinds of new Internet products filled with people’s attention, however, the popular ones are all following a new commercial culture of "honesty, sharing, equality, and responsibility". Among the popular Internet product, Micro-blog is the one of what represent the new business culture. Micro-blog has influenced the world’s political and economic fields a lot within the five years that it appears. Nevertheless, there is little academic research about the behavior of Micro-blog users, let alone the continuance usage field of them.Considered the Expectation-Confirmation Model, Flow theory and supplier-side attributes together, this paper built a conceptual model about the continuance usage of Micro-blog users, and tested and corrected the model with empirical research. In order to provide some advice to service operator of Micro-blog, this paper further explored the influence factors and effects mechanisms of Micro-blog continuance usage.Based on the literature review and empirical research, we found that Micro-blog users’ continuance usage is influenced by their satisfaction and perception of the usefulness of micro-blog directly. However, the hypothesis, that flow directly influences continuance usage, is not established. Also we found that Micro-blog users’ continuance usage is influenced by their flow, Expectation-Confirmation, and the supplier-side attributes (System Quality, Information Quality and Service Quality) micro-blog indirectly, through their satisfaction.