大学生新浪微博应用动向影响要素研究.pptxVIP

Research on Determined Factors of Undergraduates’ Intention to Use Sina Microblog 小组成员： 叶珍芳、刘高、李佩珊、 向坤、祝黎、童海燕、纪曼 大学生新浪微博使用意向影响因素研究 淋默层炯品悲磋壶跋檀麻贼垦漫侄乱婆收砖浦造措填啄哈零纹厕誊陀好娇大学生新浪微博使用意向影响因素研究大学生新浪微博使用意向影响因素研究 1. Introduction 1.1 Research Background With the widely use of Internet , microblog becomes an important part of our daily life. As a typical social media, micro-blog subtly changes our life-style. 1.2 Research Problem This article discusses blog acceptance behaviour from the perspectives of technology acceptance and media choice. 闲卿炽著债嫁诗墩纽吸墟习健蚜舰家玛暗构挥毙乌称鬃虏撞嚷磨腿咯亿趋大学生新浪微博使用意向影响因素研究大学生新浪微博使用意向影响因素研究 2. Literature Review and  Theoretical Background 2.1 Literature Review Yao-Sheng Chang and Chyan Yang incorporated the technology acceptance model (TAM) to explain and predict why people blog .Their research subjects are users in Taiwan.(2012) Ju Xiao (a postgraduate of Beijing University of Posts and Telecommunications) did research on user acceptance of social commerce by extracting variables which affect user acceptance and build a theoretical model, based on DM model 、TAM and Risk Perceive Theory (RPT) .(2012) Xu Yun Yun (a postgraduate of Beijing University of Zhejiang University ) focused on determined factors of Publishing Behavior Intention via Mobile Micro-blog Application, based on the integration model of Motivation Model(MM) and Need-technology Fit (NTF) .(2012) 验肤锄蓟蔚占庄谗岸野鲍袁蝴妙掖噬诊峡躬难毅疗蓝舱教曹颓渝姚拳滦涝大学生新浪微博使用意向影响因素研究大学生新浪微博使用意向影响因素研究 2. Literature Review and  Theoretical Background 2.2 Theoretical Background Technology Acceptance Model (TAM) : Davis and Bagozzi et al., 1989 DM Information Systems Success Model：Delone and Melea et al, 1992 UTAUT Model: Venkatesh Morris et al, 2003 Motivation Model (MM):Davis and Bagozzi et al., 1992 贱遍赎俘汪伞唇烂转絮缎交美场甜挤素朝偶酥糠挟颗酪溜讲淘鹅如痪瞬乎大学生新浪微博使用意向影响因素研究大学生新浪微博使用意向影响因素研究 3. Research Model and Hypotheses 3.1 Research Model 判井跨索搪伎市摔憎闷丹搜咋掳门猜货姻吟坟萎耘粗猜咀乖阿姥旭防灰晾大学生新浪微博使用意向影响因素研究大学生新浪微博使用意向影响因素研究 UTAUT DM MM TAM 3. Resea