Research on the impact of TAM, sense of identity and flow experience on the use of micro-blogs

On the basis of the technology acceptance model(TAM), this paper builds a research model of users´ use of micro-blogs. Testing results of the model´s hypotheses reveal that TAM is still valid for micro-blog adoption. Through the analysis of related data, this study confirms that the usefulness, usability, flow experience and convenience of blogs will directly or indirectly affect the users´ willingness to use micro-blogs. Among them, the usefulness has the greatest influence while sense of identity has no impact on users´ attitudes toward the use of micro-blogs and their willingness to use micro-blogs.