大学生新浪微博使用意向影响因素研究

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1、ResearchonDeterminedFactorsofUndergraduates’IntentiontoUseSinaMicroblog小组成员：叶珍芳、刘高、李佩珊、向坤、祝黎、童海燕、纪曼大学生新浪微博使用意向影响因素研究1.Introduction1.1ResearchBackgroundWiththewidelyuseofInternet,microblogbecomesanimportantpartofourdailylife.Asatypicalsocialmedia,micro-blogsubtly

2、changesourlife-style.1.2ResearchProblemThisarticlediscussesblogacceptancebehaviourfromtheperspectivesoftechnologyacceptanceandmediachoice.2.LiteratureReviewandTheoreticalBackground2.1LiteratureReviewYao-ShengChangandChyanYangincorporatedthetechnologyacceptancem

3、odel(TAM)toexplainandpredictwhypeopleblog.TheirresearchsubjectsareusersinTaiwan.(2012)JuXiao(apostgraduateofBeijingUniversityofPostsandTelecommunications)didresearchonuseracceptanceofsocialcommercebyextractingvariableswhichaffectuseracceptanceandbuildatheoretica

4、lmodel,basedonD&Mmodel、TAMandRiskPerceiveTheory(RPT).(2012)XuYunYun(apostgraduateofBeijingUniversityofZhejiangUniversity)focusedondeterminedfactorsofPublishingBehaviorIntentionviaMobileMicro-blogApplication,basedontheintegrationmodelofMotivationModel(MM)andNeed-

5、technologyFit(NTF).(2012)2.LiteratureReviewandTheoreticalBackground2.2TheoreticalBackgroundTechnologyAcceptanceModel(TAM):DavisandBagozzietal.,1989D&MInformationSystems Success Model：DeloneandMeleaetal,1992UTAUTModel:Venkatesh&Morrisetal,2003MotivationModel(MM)

6、:DavisandBagozzietal.,19923.ResearchModelandHypotheses3.1ResearchModelUTAUTD&MMMTAM3.ResearchModelandHypotheses3.1ResearchModelUTAUTServiceequalityInformationequalityD&MMMTAM3.ResearchModelandHypotheses3.1ResearchModel3.2Hypotheses3.ResearchModelandHypothesesH1:

7、IIwillhaveapositiveeffectonPU.H2:SEwillhaveapositiveeffectonPU.H3a:SIwillhaveapositiveeffectonPU.H3b:SIwillhaveapositiveeffectonPEOU.3.2Hypotheses3.ResearchModelandHypothesesH4a:SocialInfluencewillhaveapositiveeffectonPU.H4b:SocialInfluencewillhaveapositiveeffec

8、tonITU.3.2Hypotheses3.ResearchModelandHypothesesH5a:PUwillhaveapositiveeffectonATU.H5b:PUwillhaveapositiveeffectonITU.H6a:PEOUwillhaveapositiveeffectonPU.H6b:PEOUwill