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Abstract On the basis of the analysis of related theories and concept of motivation, and in light of the theory of Uses and Gratifications, this study puts forward the concept of microblog using motivation, and hypothesizes the using motivation of weibo users is affected by personal characteristics, environmental factors and microblog platform, etc. On this basis, the conceptual model of motive weibo user’ using motivation is established, and it consists of information motivation, leisure motivation and social motivation. The proposed research model is justified with, empirical data and the results suggest that different user motivations are different; information motivation and leisure motivation are predominate; the role of social motivation is lack; user behavior and the user’s wishes to use are affected by their motivation; the microblog in the development process must take into account user behavior to demonstrate its strengths as well as to meet the needs of individual users.
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Received: 24 June 2013
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2014, Vol. 11 
