An Empirical Study on the Factors Affecting Continuous Usage Intention of Micro-Blogs

• Main Authors: Kuo-Hsing Huang, 黃國興
• Other Authors: Jinsheng Roan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/83855371984395334145

碩士 === 國立中正大學 === 資訊管理學系 === 99 === A micro-blog provides only limited functions and its message length is also limited to a maximum of 140 words, however, it has gained popularity in the past two years. Based on Bhattacherjee’s (2001) Expectation-Confirmation Model of Information Systems Continuance (ECM) and incorporating media richness and interactivity into the model, this study explores the factors affecting micro-blog users’ intention to continue using micro-blogs. 946 questionnaires were distributed to the undergraduate students of the six university/colleges in Chiayi area. Half of the subjects were in their freshman year of studying and the other half were in their second year or higher. 661 usable responses were collected and the effective response rate was 73.7%. Structural equation modeling (SEM) was then applied to verify the research hypotheses. The results of the analysis are as follows: 1. Perceived usefulness and satisfaction affect continuous usage intention, 2. Media richness, interactivity, and expectation confirmation affect perceived usefulness, and 3. Interactivity and expectation confirmation affect satisfaction.