【摘要】 以新浪微博为背景,本文在界定企业微博质量的定义及其构成维度的基础上,提出了企业微博质量的测量指标,构建了企业微博质量影响用户行为意向的概念模型。通过应用SmartPLS2.0对337份有效问卷进行分析,对模型进行了验证。研究结果表明,企业微博质量可以划分为信息质量和交互质量两个维度,它们通过用户满意和信任这两个中间变量正向影响用户行为意向。最后,本文对改善企业微博质量,企业有效利用微博培养用户粘性提出了一些建议。更多还原

【Abstract】 This study explored the effects of enterprise micro-blogging service quality on users’ behavioral intention. Firstly, in terms of itsfunctions and characteristics, this paper defined the concept of enterprise micro-blogging service quality and its components. Enterprise micro-blogging service quality contained two dimensions: information quality and interaction quality.Then, the research model was proposed based on relationship quality model. Data from 337 valid question naires was analyzed using SmartPLS2.0. The results indicated that the two dimensions of enterprise micro-blogging service quality were positively related to users’ satisfaction and trust, which further significantly impact their behavioral intention. Finally, this study presented practical suggestions for managers of enterprise micro-blogging in improving its service quality.更多还原