A Study on Adoption of Microblogging

[[abstract]]微網誌（Microblogging）是一種允許使用者廣播訊息給其他相同服務使用者的網路服務，張貼的訊息通常在140-200個字元內，可以選擇公開張貼訊息在網站上或指定散播給私人使用者群組，使用者可以透行動裝置傳送、接收訊息，並具有即時性強、互動性高等特色，微網誌的出現改變了人們紀錄事物的方式，以簡短的文字訊息取代長篇大論式的網誌，成為網路族的新寵。 本研究以使用滿足理論為基礎，探討使用動機對於使用者採用微網誌態度的影響，以及後續的使用意圖及滿意度。研究結果顯示：(1)資訊性、行動性、娛樂性及社交性為影響使用者採用微網誌的使用動機。(2)使用者對於微網誌的態度會對微網誌使用意圖有正向影響。(3)微網誌使用意圖越高，則使用者滿意度也會越高。[[abstract]]Microblogging is a web service that allows the user to broadcast short messages to other user of the service. Microblogging differs from a traditional blog in that micro-messages are posted instantly and are usually no longer than 140 characters. Micro-messages can be made public on a Web site and/or distributed to a private group of subscribers and can be written or received with a variety of computing devices. Microblogging becomes increasingly popular among internet users. This study explores influences of informativeness, mobility, entertainment and sociability on microblogging users’ behaviors such as attitude toward microblogging, intention to use microblogging and satisfaction from a uses-and-gratifications perspective. The results indicate that informativeness, mobility, entertainment and sociability have the positive influence on adopting attitude of microblogging. Microblogging users with a positive attitude toward the microblogging use the microblogging more oftentimes and feel more satisfied