| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 99 === Micro-blog ancestor-Twitter appeared in 2006. It blended with blogs and instant messaging features, information can be quickly spread to the social network. So it attracted a large number of users in a short time, Companies also committed to the organization application of micro-blogs to promote network marketing, marketing it as a new e-commerce channels But most of the academic use qualitative research methods to explore what factors will affect the user use, have less of a comprehensive empirical research to be explored. In this research, a theoretical model, based on self-disclosure theory, social capital theory, innovation diffusion theory, perceived enjoyment, was developed to examine the factors that would affect micro-blog usage attitude and intention.
The study was conducted in a questionnaire survey. Three hundred and twenty six valid questionnaires were collected, and used statistic software smartPLS to test the relations of hypothesis and the explanatory power of dependent variables. The results showed that micro-blog usage intention was affected by self-disclosure and attitude. In addition, self-disclosure was affected by privacy concern and the social capital in micro-blog. And affecting the micro-blog with attitude antecedents include self-disclosure, social capital-identification, technological complexity, technological compatibility, perceived enjoyment and critical mass. Of meaning and the discussion will provide academic and practitioners for future research and marketing strategy of reference.
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