Abstract:

Based on TAM(Technology Acceptance Model), this paper researches on influencing factors of Micro-blog usage of college students It firstly builds a model of influencing factors, then tests the model by questionnaire, and finally draws the conclusion that the attitudes of college students’ using Micro-blog are influenced by perceived usefulness and perceived ease of use Perceived ease of use is due to its simple releasing information requirement, easy operation and support of various login means; perceived usefulness is influenced by perceived ease of use, the motivation of record and expression, the motivation of getting information and the motivation of approaching celebrities According to the influencing degree, the descending order of all the factors is: the motivation of getting information, the motivation of approaching celebrities, the motivation of record and expression, and the perceived ease of use

Key words: Micro-blog, influencing factors of usage, Technology Acceptance Model, college students, empirical study