一种基于UTAUT模型的研究用户采纳微博的方案

Micro-blogging is a technology that allows users to communicate through a variety of terminal mode access to the Internet, soon after the birth to the powerful influence of love by the user. In this study, micro-blogging users for the study, and UTAUT models user adoption of micro-blogging developed a key factor.Article introduces users to integrate the technology acceptance model (Unified Theory of Acceptance and Use of Technology, UTAUT) and summarizes the UTAUT model in the field of mobile Internet applications, according to the characteristics of micro-blogging summed up the impact on user adoption of micro-blogging as key factors seven kinds of factors, assumptions such as: Behavioral Intention, Motivation Entertainment, Personalized Motivation, Facilitate Conditions, Performance Expectations, Social Influence, Information Motivation. Questionnaire used to collect information on the micro-blogging users survey, 338 valid questionnaires for Spss18.0 software to analyze data and general characteristics, reliability and credibility of the questionnaire. Using Lisrel8.70 software to validate the Model Goodness of Fit.