基于TAM的大学生微博使用影响因素实证研究

本文基于技术接受模型(TAM)就大学生微博使用影响因素进行研究分析,建立了大学生微博使用影响因素模型,并以问卷调查的方式给予实践证明,得出如下结论:大学生使用微博的态度主要由用户对微博的感知有用性及感知易用性决定;感知易用性由微博的发布内容要求是否简单、操作是否方便、是否支持多种方式登录等因素影响;感知有用性由感知易用性、记录与表达动机、信息获取动机、接近名人动机等因素影响,各因素影响程度由大到小排序是信息获取动机、接近名人动机、记录与表达动机、感知易用性。

TAM-based Empirical Study on Influencing Factors of Micro-blog Usage of College Students

Based on TAM(Technology Acceptance Model),this paper researches on influencing factors of Micro-blog usage of college students.It firstly builds a model of influencing factors,then tests the model by questionnaire,and finally draws the conclusion that the attitudes of college students’ using Micro-blog are influenced by perceived usefulness and perceived ease of use.Perceived ease of use is due to its simple releasing information requirement,easy operation and support of various login means;perceived usefulness is influenced by perceived ease of use,the motivation of record and expression,the motivation of getting information and the motivation of approaching celebrities.According to the influencing degree,the descending order of all the factors is: the motivation of getting information,the motivation of approaching celebrities,the motivation of record and expression,and the perceived ease of use.