| Summary: | 碩士 === 中華大學 === 資訊管理學系碩士班 === 99 === With the arrival of Web2.0, web communications have been transforming two-way rather than one-way. Microblogging service is becoming a tidal wave on Web2.0 conceptual application. It let users be more interaction frequently by characteristic of short contents and instant messaging. Because microblogging is one of social network websites, whether prevail or not depends on user intention to use it whether continued or not. In hence, the main purpose of this study is to explore behavioral intention of microblogging. The framework of this study integrates the model from Combined TAM and TPB (C-TAM-TPB), and Para Social presence concept. Reasearch not only explores the relationship of para-social presence on perceviced usefulness, but also the influence of perceviced usefulness, attitude, subjective norm and perceived behavioral control on behavior intention. Users of microblogging in Taiwan were taken as the research sample. Primary data were collected through purposive sampling, and Structual Equation Modaling was used to test the hypotheses. The main findings are as follows: (1) Para-social presence and ease of use significantly positive influence on perceived usefulness. (2) Percevied usefulness and ease of use significantly positive influence on attitude. (3) Percevied usefulness, attitude, subjective norm and perceived behavioral control significantly positive influence on behavior intention.
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