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| The Empirical Research on Users’ Continuance Intention in Microblogging Services |
| Peng Xixian1, Feng Zhubin1, Sun Xiaoling2, Zhu Qinghua1 |
1. School of Information Management, Nanjing University, Nanjing 210093, China;
2. School of Management and Engineering, Nanjing University, Nanjing 210093, China |
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Abstract With Microblog as the investigated object, based on deeply collecting and analysing the existing literatures, this paper attempts to develop an integrated model that incorporates features of microblog, system quality and subjective norm into the expectation-confirmation model. This research model is examined by questionnaire survey and Structural Equation Modeling(SEM), and the result reveales that users satisfaction, perceived enjoyment, privacy risks and etc. have direct relationship with microblog users' continuance behavior.
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Received: 19 September 2012
Published: 06 February 2013
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