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.
2014, Vol. 11 
