移动社会化媒体技术接受与匹配影响因素研究——以移动微博客户端发布行为为例

Research on Influence Factors of Mobile Social Media Technology Acceptance and Matching——Taking the Mobil Micro-blog Client Release Behavior as an Example

移动微博是移动社会化媒体技术的典型代表,其技术与用户需求高度匹配,用户粘性日益提高,正逐渐改变着人们的联系方式,基于需求技术匹配理论和动机理论的整合拓展模型对用户使用移动终端发布微博的行为进行研究,用户需求特征和任务特征均对需求任务匹配有正向影响,最终对行为意愿产生影响。以感知有用性为代表的外部动机和以感知愉悦性为代表的内部动机对行为意愿也存在正向影响。对移动微博客户端提供商提升服务水平提供了新的思路。

Mobile micro-blog is a typical representative of mobile social media technology, the technology matches the user needs and user viscosity increases, which is gradually changing people＇s contact information. Based on the demand matching technology integration theory and motivation theory model studying the release of micro-blog users of mobile terminal based on the behavior, both user demand characteristics and task characteristics have a positive effect on demand for task matching, and ultimately influence on behavior intention. As a representative of the external motivation of the perceived usefulness and the internal motivation of perceived enjoyment has positive influence on behavior intention. Which provides a new way for mobile miero-blog client providers to improve service level.