Understanding the Role of Technical Features and Network Effects in Explaining Microblogging Acceptance

Abstract

The popularity of microblogging has drawn an increasing amount of attention from users keen to expand friendship, facilitate information sharing and seeking. Given the extensive use of microblogging services, there is a pressing need to understand user acceptance behavior in microblogging services. Although there are few studies exploring the factors underlying popular or successful microbloggings, none of research has been reported from both of the technical features and network effects of microblogging services. This study extended motivational model with sense of belonging as a theoretical framework to examine the role of technical features and network effects in explaining microblogging acceptance. We proposed five external variables and divided them into two contexts, the technical feature context and network effect context. These two contexts were modeled to influence the perceived usefulness, perceived enjoyment, sense of belonging and behavioral intention constructs. The findings of this research provide directions for system administrators and service providers to achieve higher levels of microblogging usage by developing multi-faceted strategies.