| Summary: | 碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 101 === The rapid progress of the Internet and communication technologies has changed our daily lives dramatically. The presence of microblogs provides the users alternative options of communicating media of the social networking sites. Understanding mobile microblog users’ needs, getting popular gathering, acquiring potential users and making users stick on the websites are critical for their sustainable operation. Based upon the prior literature and theories, this study explores the factors influencing mobile users’ stickiness on various sorts of microblogs. The instrument for data collection was meticulously developed. The partial least squares technique was applied for validating the proposed research model and hypotheses. The findings of this study confirmed that both hardware and software service characteristics have positive influeces on users’ satisfaction, continuance motivation and stickiness towards using microblogging. And the characteristics of social network sites significantly influence users’ habits and confirmation. If further development can focus on the integration of mobile devices and social network sites, users will have stronger intentions to use the website. That will further enhance the business performance of the microblog operations.
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