An empirical study on continual usage intention of microblogging: the case of Sina

Sina Microblog is the most popular microblog in China. The purpose of this research is to explore the factors that influence Sina microbloggers' intention to continue using this platform.

This research proposes the effects of user satisfaction based on perceived usefulness, experiential value and knowledge sharing motivation and community norm on continual usage intention.

The results suggest that continual usage intention is directly affected by perceived usefulness, experiential value, egoism, satisfaction and community norm. Theoretical and practical implications are considered.

This paper is one of the earliest empirical studies in China to explore why Chinese consumers intend to rather than actually use Sina Microblog.