Abstract:

Since 2013, the microblogging users growth rate of China has slowed down, while the user activity has encountered stagnation，or even recession, which has won extensive attentions. Based On motivation theory, this paper proposes hypotheses on the relationship between the social factors and continued intention to use of a microblogging service. This study used an online questionnaire to conduct empirical research, collected and analyzed data of 524 samples by Partial Least Square-Structural Equation Model(PLS-SEM). Empirical results show that network externalities and image have direct positive effects on perceived Enjoyment and perceived usefulness. Perceived Enjoyment has stronger influence than perceived usefulness on people’s continued use of microblogging. Network externalities and image have indirect effects on people’s continued use of microblogging using perceived usefulness as the mediating variable. Network externalities has indirect effect on people’s continued use of microblogging using perceived enjoyment as the mediating variable. The findings and suggests provides reference for microblogging operators in marketing and operation.

Key words: microblogging, network externalities, subjective norm, image, continued intention to use