Exploring the Behavioral Intention to Use Microblog from the perspectives of Flow Experience and Perceived Usefulness

• Main Author: 崔夢婷
• Other Authors: 施穎偉
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/98646670832043193718

碩士 === 國立彰化師範大學 === 資訊管理學系所 === 98 === With the popular of the Internet, micro-blog becomes the hottest network phenomenon in recent years. This is between traditional blogs and video blogs. The micro-blog users do not need good writing skills and photography equipment, but can record their lives in the micro-blog easily. Furthermore, the users can send a message no more than 140 words to friends’ micro-blog. Therefore, users can publish their mood conveniently by this model. The purpose of this study is to understand the application of flow theory and perceived usefulness toward micro-blog usage. First, the author discusses the motivation of those who have micro-blog website. Second, the influence of the flow experience participants’ behavior during using their micro-blog on website. Furthermore, the author discusses how Critical mass theory influence are examined perceived usefulness in micro-blog. Finally, the author discusses the influence of flow theory and Perceived usefulness on micro-blog usage. This study applies SPSS12.0 and SmartPLS to analyze data. The results reveal that vividness and enjoyment have the influence on flow experience. In addition, the results also reveal that the flow theory and perceived usefulness have the influence on micro-blog usage.