Research on Influence Factors of Micro-Blog Users' Social Influence

Abstract

This study examines the factors that have an impact on users' social influence and the affecting mechanism as well in the context of Sina Micro-blog. A conceptual model of users' social influence factors with different effecting paths was established and empirically tested with a sample of 438 microblog users of Sina(from weibo.com). The research results show that Degree of Active, Sustained Duration and Account Maturity all have a direct positive impact on Micro-blog users' social influence, while Innovation Ability has a indirect positive impact on it.