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An Empirical Research of Effects of Realness on Microblogging Intention Model

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Advances in Multimedia, Software Engineering and Computing Vol.1

Part of the book series: Advances in Intelligent and Soft Computing ((AINSC,volume 128))

Abstract

A survey of 8 hypotheses to study effects of realness on microblogging intention was carried out based on 328 students from four universities and colleges in China. A TAM model was constructed to test the interior structure of microblogging intention. The results of this research show that realness has significant positive impacts on microblogging intention by influencing usefulness, enjoyment, trust and ease of use of microblogging. The implication for microblogging operators is that they should encourage the use of real personal information.

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Author information

Authors and Affiliations

  1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

    Zhijie Zhang & Haitao Sun

  2. School of Information Management, Beijing Information Science & Technology University, Beijing, China

    Huiying Du

Authors
  1. Zhijie Zhang
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  2. Haitao Sun
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  3. Huiying Du
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Editor information

Editors and Affiliations

  1. International Science & Education, Researcher Association Wuhan Section, Wuhan University, Special No.1, Jiangxia Road of Wuhan, Wuhan, China, People’s Republic

    David Jin

  2. ISER Association, Guangshan Road, Baoli Garden 1, 430072, Wuhan, China, People’s Republic

    Sally Lin

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© 2011 Springer-Verlag Berlin Heidelberg

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Zhang, Z., Sun, H., Du, H. (2011). An Empirical Research of Effects of Realness on Microblogging Intention Model. In: Jin, D., Lin, S. (eds) Advances in Multimedia, Software Engineering and Computing Vol.1. Advances in Intelligent and Soft Computing, vol 128. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-25989-0_83

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  • DOI: https://doi.org/10.1007/978-3-642-25989-0_83

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-25988-3

  • Online ISBN: 978-3-642-25989-0

  • eBook Packages: EngineeringEngineering (R0)

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