Exploring the role of perceived interactivity in establishing behavioral intention in micro-blog environments

Abstract

The growing prevalence of the Web2.0 is promoting micro-blog as one of the most promising innovations in the past few years. This study develops a model aims at investigating the effects of perceived interactivity in establishing behavioral intention within micro-blog environments. We also categorized micro-blog users into extroverts and introverts to examine whether differences exist in the role of perceived interactivity in predicting behavioral intention. The results suggest that behavioral intention is determined by perceived interactivity, performance expectancy, sense of belonging, and hedonic expectancy which together provide a strong explanation. The results of this study provide directions for service providers to achieve higher levels of micro-blog usage by developing multi-faceted strategies. © 2012 Springer-Verlag Berlin Heidelberg.