1、Research on Determined Factors of Undergraduates Intention to Use Sina Microblog,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. Introduction,1.1 Research BackgroundWith the widely use of Internet , microblog becomes an important part of our daily life. As a typical social media, micro-blog subtl
2、y changes our life-style. 1.2 Research ProblemThis article discusses blog acceptance behaviour from the perspectives of technology acceptance and media choice.,2. Literature Review and Theoretical Background,2.1 Literature Review,Yao-Sheng Chang and Chyan Yang incorporated the technology acceptance
3、model (TAM) to explain and predict why people blog .Their research subjects are users in Taiwan.(2012)Ju Xiao (a postgraduate of Beijing University of Posts and Telecommunications) did research on user acceptance of social commerce by extracting variables which affect user acceptance and build a the
4、oretical model, based on D&M model 、TAM and Risk Perceive Theory (RPT) .(2012)Xu Yun Yun (a postgraduate of Beijing University of Zhejiang University ) focused on determined factors of Publishing Behavior Intention via Mobile Micro-blog Application, based on the integration model of Motivation Model
5、(MM) and Need-technology Fit (NTF) .(2012),2. Literature Review and Theoretical Background,2.2 Theoretical Background,Technology Acceptance Model (TAM) : Davis and Bagozzi et al., 1989D&M Information Systems Success Model：Delone and Melea et al, 1992UTAUT Model: Venkatesh & Morris et al, 2003Motivat
6、ion Model (MM):Davis and Bagozzi et al., 1992,3. Research Model and Hypotheses,3.1 Research Model,UTAUT,D&M,MM,TAM,3. Research Model and Hypotheses,3.1 Research Model,UTAUT,Service equality,Information equality,D&M,MM,TAM,3. Research Model and Hypotheses,3.1 Research Model,3.2 Hypotheses,3. Research
7、 Model and Hypotheses,H1: II will have a positive effect on PU.H2: SE will have a positive effect on PU.H3a: SI will have a positive effect on PU.H3b: SI will have a positive effect on PEOU.,3.2 Hypotheses,3. Research Model and Hypotheses,H4a:Social Influence will have a positive effect on PU. H4b:S
8、ocial Influence will have a positive effect on ITU.,3.2 Hypotheses,3. Research Model and Hypotheses,H5a: PU will have a positive effect on ATU. H5b: PU will have a positive effect on ITU.H6a: PEOU will have a positive effect on PU. H6b: PEOU will have a positive effect on ATU.H7: ATU will have a pos
9、itive effect on ITU,4. Methodology,The scal items used to measure the constructs will be adopted from previous research and modified to fit this research. Ask ten microblog talents to comment on the design of the questionnaire.,4.1 Measurement development,4. Methodology,Conduct an online field survey to test the proposed model. Send the questionnaire in several college. Target population is experienced undergraduates microblog users in HuBei.,4.2 Data collection and analysis,Research on Determined Factors of Undergraduates Intention to Use Sina Microblog,Thank You!,
