The purpose of this paper is to explore the factors affecting users’ continuous microblog usage intention. In recent years, the number of microblog users has gradually declined. This research can reveal microblog users’ needs and provide the improvement direction of microblog services.
By integrating Wixom and Todd’s theoretical framework, the Uses and Gratifications Theory and the DeLone and McLean Information System Success Model, a conceptual model is proposed. In this model, gratification is defined as a kind of behavioral attitude, and satisfaction is viewed as an object-based attitude. The survey data were collected online and analyzed using the partial least squares method.
The results suggest that users’ continuance intention (behavioral intention) is jointly determined by users’ gratification (behavioral-based attitude) and their habitual microblog usage behavior. Likewise, gratification is positively affected by satisfaction (object-based attitude) which is a joint function of system quality and information quality (object-based beliefs).
In this research, Wixom and Todd’s principle is applied as the basic theoretical framework; gratification is viewed as a behavior attitude and user satisfaction is identified as an object-based attitude. This research model is a new lens for continuance usage research.
