Exploring User’s Behavior on Micro-blog based on Theory of Planned Behavior

• Main Authors: Cheng Shen Chen, 陳正昇
• Other Authors: Deng-Neng Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/29277109583698277484

碩士 === 國立屏東科技大學 === 資訊管理系所 === 98 === This research explores the users' usage intention on micro-blog, a new type of Web site. We adopt the theory of planned behavior, TPB, to construct our research model. Some research constructs retrived from other theories are applied, including technology acceptance model (TAM), technology readiness, and micro-blog related literature. We conducted a internet survey to collect research data, and analyzed the data by PLS. The reserch results show that our hypotheses can be supported by the data analysis. In the other words, TPB model can be used to explained the users' usage intention on micro-blog. Keywords: Micro-blog, theory of planned behavior (TPB), technology acceptance model (TAM), Technology Readiness Index (TRI)