Paper Title
Understanding The Determinants on the usage Intention of Sina Weibo: Partial Least Square Approach

With the rapid development of Microblogging, more and more Internet companies have successively provided Microblogging services. In recent years, Microblogging has become one of the most important interactive platforms for many Internet users. People can use Microblogging to communicate with friends and share their own dynamic messages. The user’s continuous intention is a key endogenous variable to assess a successful Information System (IS) can continue to survive. Therefore, this study applied Expectation-confirmation Model proposed by Lin et al. (2005) as a method to estimate the continuous intention of Sina-Weibo by Taiwan users. A total of 395 effective questionnaires were retrieved. The data were analyzed with descriptive statistics and structural equation model. It was found from the empirical results: (1) the degree of recognition by Sina-Weibo users has a positive impact on their perceived usefulness, perceived playfulness and satisfaction; (2) when the Sina-Weibo user’s perceived usefulness and perceived playfulness for Microblogging is higher, the satisfaction is also positively influenced; (3) the perceived usefulness, perceived playfulness and satisfaction generated experiences by Sina-Weibo users when they are using it can also directly affect the user’s continuous intention. Finally, based on the empirical results of this study, we proposed some suggestions of Microblogging practitioners on practices and business reference to related companies. Keywords- Microblogging, Post Acceptance Model of IS Continuance, Perceived Playfulness, Expectation-Confirmation Model, Partial Least Square