我国大学生微博选择的影响因素实证分析

An Empirical Study Based on TAM to Micro-Blog Users’ Choice Factors for University Students in China

文章结合技术接受模型（TAM）易用性、有用性认知和人口统计特征对大学生微博使用动机特征进行实证分析，发现使用微博基本规律与选择使用主要影响因素，表明总体用户对微博易用性普遍比较认同，特别是对自我表达中情绪宣泄、自我记录、获取信息以及社会交往四方面的有用性认同度高，用户使用等级越高则影响其使用的因素越多。

This study takes Technology Acceptance Model as the research structure, which includes three factors： ease of use, usefulness and demographic characteristics. The research describes users＇ behavior of micro-blog and factors influencing users＇ attitudes through empirical investigations. Through the research, we can find that overall users acknowledge ease of use and usefulness of micro-blog especially catharsis of emotion, self-recording, information searching and social interaction. Moreover, the higher level the users use the micro-blog, the more factors affect their choice.