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URN etd-0127114-020337 Statistics This thesis had been viewed 910 times. Download 9 times. Author Yi-ju Chen Author's Email Address No Public. Department Information Management Year 2013 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 60 Title Investigating the Continuance Intention of Microblogging: A Case of Sina-Weibo Users in Taiwan Keyword perceived playfulness expanded expectation-confirmation model post acceptance model of IS continuance micorblogging micorblogging post acceptance model of IS continuance expanded expectation-confirmation model perceived playfulness Abstract With the rapid development of microblogs, more and more network operators have started providing microblogging services. In recent years, microblogging has become an integral part of interactive platform for many network users. Through it, people can share photos, audio, video, and links. Sina-Weibo, which was launched by SINA Corporation in August, 2009, is one of the most popular microblogging services. Users may post no more than 140 Chinese characters (i.e., 280 bytes) to share instant messaging. Recently, the Sina Weibo users in Taiwan surpassed 3 million. The continuous improvement of Sina-Weibo has attracted many users. The users’ continuance intention is a key factor that enables the successful information systems to survive. This study used an extended expectation-
confirmation theory model (Lin et al., 2005) to find the key factors that affects the users’ continued usage intention of Sina-Weibo in Taiwan. We collected 395 samples to conduct a descriptive statistic analysis and structural equation model analysis.
The results indicate that: (a) the Sina-Weibo users’ confirmation positively effects their perceived usefulness, perceived playfulness, and satisfaction; (b) the Sina-Weibo users’ perceived usefulness and perceived playfulness positively effect their satisfaction; (c) the Sina-Weibo users’ perceived usefulness, perceived playfulness, and satisfaction positively effect on their continuance intention. Finally, this study provides some suggestions to the operators of mircroblogging services.
Advisor Committee Huei-huang Chen - advisor
Files Date of Defense 2014-01-06 Date of Submission 2014-01-27