An empirical research of effects of realness on microblogging intention model

Abstract

A survey of 8 hypotheses to study effects of realness on microblogging intention was carried out based on 328 students from four universities and colleges in China. A TAM model was constructed to test the interior structure of microblogging intention. The results of this research show that realness has significant positive impacts on microblogging intention by influencing usefulness, enjoyment, trust and ease of use of microblogging. The implication for microblogging operators is that they should encourage the use of real personal information. © Springer-Verlag Berlin Heidelberg 2011.