+

Why People Stop UsingSina Weibo?

Final Year Project 2014

Aoran YangHayden Chen

+Welcome!Aoran YangHayden Chen

+AcknowledgementsTo:Dr. May WangDr. Daniel Cheung

+MotivationWhy People Stop Using Sina Weibo?

+Sina Weibo

The biggest Chinese micro-blog Website.

A leading social media platform designed for people to create, share and discovery.

5 hundred million users. (2013Q4)

+Sina Weibo has Challenge

“Our challenge：Our ability to execute the strategy faces a number

of risks and uncertainties, including the following:

- Maintain and increase our active user base, as well as the ability to maintain and increase the degree of user involvement;

”

+Report from China Internet Network Information Center (CNNIC)

China's Weibo users decline 27.83 million, a decrease of 9.0%.

Weibo’s usage decreased by 9.2%. (December 2013)

+King-wa Fu’s Research at HKU

There are several millions of users create about 94% of the content on Weibo, about 200 million users just repost these contents.

A survey found that 58.8 percent of the account prior to January 3, 2014 did not post any Weibo. Only 5% Weibo users are active users.

+

Why people stop using Weibo?Our Questions

+Literature reviewsWhy people stop using Sina Weibo?

+Fundamental ModelsLiterature Reviews

+Technology Acceptance Model (TAM) the most widely accepted model of user acceptance

and usage. TAM helps better understand the influence of several

factors on the key dependent variable —Intention.

+Theory of planned behavior (TPB)

TPB is adopted in improving understanding of the determinants of information technology usage.

The extended TPB has been successfully used in predicting IT usage from decomposing attitudinal, normative and control beliefs.

Many researches have adopted the key dependent variable of —Frequency (Beale & Manstead, 1991; Schlegel, DAvernas, Zanna, DeCourville, & Manske, 1992)

+Social PresenceLiterature Reviews

+Social Presence

The degree of social presence in the medium determines how sociable of a medium.

High perceived social presence would have a greater impact on influencing individuals, to join and to continue using an online social networking website. (Flanagin and Metzger, 2001)

Individuals tend to select the medium that they perceive to have the highest social presence.

+Content QualityLiterature Reviews

+Content Quality

Content quality refers to the inherent value and usefulness of the information provided by web services. (Huizingh, 2000)

There are 4 intrinsic data quality specify whether data is complete, unambiguous, meaningful, and correct. (Wand and Wang, 1996)

Chae et al. (2002) proposed that the objective and credible information that is highly relevant to the users’ task should be provided on users interfaces simultaneously, and shall adopt items from “Intrinsic quality” and “Contextual quality” of Information Quality (IQ)

+Perceived Ease of Use Literature Reviews

+Perceived Ease of Use

Perceived ease of use refers to “the degree to which a person believes that using a particular system would be free of effort.” (Davis, 1989)

Perceived ease of use create a favorable disposition or intention toward using the IT that consequently affects its intention and frequency in usage.

+TrustLiterature Reviews

+Trust

Trust is the belief that the exchange party is able to fulfill its obligation reliably and confidently. (McKnight & Chervany, 2001)

Trust is motivated to seek mutually beneficial gains (Morgan & Hunt, 1994), and will refrain from abusing the relationship (Voss, Sirdeshmukh, & Voss, 2008).

Previous studies (K.-Y. Lin & Lu, 2011) have indicated that trust motivates users’ intention to use SNSs. Consequently, H.-F. Lin (2006) also included trust as one of the factors in analyzing behavioral intention to participate in virtual communities.

+DistrustLiterature Reviews

+Distrust

Cho (2006) investigated the way consumers’ evaluations of an e-business operations relate to their judgments of distrust, and how such judgments shape consumer distrust.

Distrust proposed as a “expectation of injurious action,” Specifically, distrust is a belief that a partner will be incompetent (Lewicki, McAllister, & Bies, 1998), exhibit irresponsible behavior, and will not care about one’s welfare or even intend to act harmfully (Sitkin & Roth, 1993).

+EnjoymentLiterature Reviews

+Enjoyment

Enjoyment is an intrinsic motivation in adopting technology.

Davis, Bagozzi, and Warshaw (1992) referred enjoyment as the extent to which the activity of using a computer system is perceived to be personally enjoyable.

Prior research proposed enjoyment as a determinant of behavioral intention (Davis et al., 1992; Venkatesh et al., 2002). Besides, Dholakia, Bagozzi, and Pearo (2004) included entertainment value in the study of consumer participation in virtual communities.

+Subjective NormLiterature Reviews

+Subjective Norm

Subjective norm determines the changes in attitudes and actions produced by social influence.

Subjective norm reflects the influence and compliance of expectations from significant others (Kelman, 1958). In previous research, the compliance process appeared to be paramount (Cheung et al., 2011).

According to Cheung et al. (2011), before users have any actual usage experience with a new system, the second-hand information, especially from the primary reference groups (family or friends), are important for their usage decisions and intentions.

+MethodologyWhy People Stop Using Sina Weibo?

+Research Model

+The Survey

The questionnaires are developed from material discussed and tested previously;

The items were slightly modified to suit the context of Sina Weibo.

Each item was measured on a five-point scale, ranging from ‘‘disagree strongly’’ (1) to ‘‘agree strongly’’ (5).

+Data Analysis

32

+Data Collection

Data Analysis

RESPONDENTS RELIABILITYTEST

33

N=254

Invalid Questionnaires

N=215

RELIABILITY TEST

Latent Variables Cronbach's Alpha N of Items

Content Richness

.923 2

Content Accuracy

.738 3

Content Timeliness

.545 3

Ease of use

.157 4

Enjoyment

.920 3

Latent Variables Cronbach's Alpha N of Items

Trust

.896 12

Distrust

.866 10

Subjective Norm

.862 2

Social Presence

.899 3

Intention

.764 2

34

+Structured Equation Model (SEM)Data Analysis

35

Empirical Analysis

GFI/AGFI .682/.583Pass the general

examination

RMR, GFI

Model RMR GFI AGFI PGFI

Default model .130 .628 .582 .559

Saturated model .000 1.000

Independence model .198 .215 .178 .206

36

Empirical Analysis37

+ResultData Analysis

38

Hypothesis

(Social Presence)

Test Result

(Supported√ /Not

Supported× )

Hypothesis

(Intention)

Test Result

(√ /× )

Hypothesis

(Frequency)

Test Result

(√ /× )

H1 Trust √ H3 Content Richness

√ H12 Content Richness

√

H2 Enjoyment √ H4 Content

Accuracy × H13

Content Accuracy

√

H5 Content

Timeliness × H14

Content Timeliness

×

H6 Ease of

Use × H15

Ease of Use

√

H7 Trust × H16 Trust √

H8 Distrust × H17 Distrust √

H9 Enjoyment √ H18 Enjoyment √

H10 Subjective

Norm × H19

Subjective Norm

√

H11 Social

Presence √ H20

Social Presence

×

39

+LimitationsData Analysis

40

41

---May lead to Misinterpretation

User Number Limitations

Region Restrictions

---Bias Significance Level&Result

Certain Words Changed to Adapt our Research

RESPONDENTS QUSTIONNAIRE

Limitations

+Coclusion & Recommendations

42

Hypothesis

(Social Presence)

Test Result

(Supported√ /Not

Supported× )

Hypothesis

(Intention)

Test Result

(√ /× )

Hypothesis

(Frequency)

Test Result

(√ /× )

H1 Trust √ H3 Content Richness

√ H12 Content Richness

√

H2 Enjoyment √ H4 Content

Accuracy × H13

Content Accuracy

√

H5 Content

Timeliness × H14

Content Timeliness

×

H6 Ease of

Use × H15

Ease of Use

√

H7 Trust × H16 Trust √

H8 Distrust × H17 Distrust √

H9 Enjoyment √ H18 Enjoyment √

H10 Subjective

Norm × H19

Subjective Norm

√

H11 Social

Presence √ H20

Social Presence

×

43

+

44

CONTENT RICHNESS

ENJOYMENT

Intention

CONTENTACCURACY

SOCIAL PRESENCE

Frequency

SUBJECTIVENORM

+

45

EASE OF USE TRUST DISTRUST

Eliminate useless utilities

Simplify manipulation procedures

Clean the Internet environment,

Delete information like advertisements, Internet frauds, and fake fans

Frequency

HighMarket Share

Low

Mar

ket

Gro

wth

Value-added Information

Frequency

Prioritize

milk and invest

Intention

46

Taking on Future OpportunitiesStrategy

Hig

hLo

w

?

47

Differentiation:Customer

loyaltyFocus:Market

Segment

……Grand Strategy : Concentric Diversification

Innovative online communitiesClose to the core markets

2014 2015 2016 2017

Reduce in “Intention Business”

Strategy