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