Abstract：We adopt empirical methods to propose a structural equation model from two aspects of contents and social relations, and chose platforms as a moderator in the model to analyze why users want to microblogging. Based on questionnaires collected from 476 domestic users, we found that users’ microblogging behavior intentions are influenced by part of contents and social relations factors significantly, additionally those factors made different influences on users’ intentions of different platforms, which provide evidences for prior studies to some extent.
施亮,鲁耀斌. 微博用户行为意向及平台的调节作用研究[J]. J4, 2014, 11(2): 278-.
SHI Liang,LU Yaobin. A Study on Users’ Behavior Intention and Platform’s Moderate Effect of Microblog. J4, 2014, 11(2): 278-.
2014, Vol. 11 
