微博用户信息接受的影响因素研究

Study on Influencing Factors of Microblog User's Information Acceptance

以理性行为理论、信息认知理论为理论基础,利用技术采纳与使用整合理论模型构建微博用户信息接受模型。通过AMOS结构方程模型软件计算微博用户信息接受模型中各条路径的系数,得到各个因素对于微博用户信息接受的影响情况。最后,利用经验证的微博用户信息接受模型对企业及政务微博的信息推广提出建议。

The paper takes the theory of reasoned action and the theory of information coginition as the theoretical basis, applies model of technology adoption and use integration to build a microblog user＇ s information acceptance model. It uses AMOS structural e- quation model software to calculate coefficients of each path in microblog user＇s information acceptance model, gets impacts of each factor on microblog user＇s information acceptance. At last, it uses the validated microblog user＇s information acceptance model to give some suggestions on information promotion for company＇s and governmental microblogs.