Abstract:

Based on microblog, taking sina micro-blog for example, the study combines the analysis of relevant literature with the theory of planned behavior (TPB) and other related fields of research to find out six factors that impact the information sharing behavior in micro-blog. The study implies SPSS and AMOS to build a structural equation model to analyse the impact factors and do the hypothesis testing. The findings show that trust and reciprocity affect the user's informationsharing behavior and give different suggestions to different types of micro-blog users.

Key words: Micro-blog, Sharing behavior, SEM, TPB