Page 125 - JOURNAL OF LIBRARY SCIENCE IN CHINA 2015 Vol. 41

Analysis of the relationship between microblogging users’
affections and users’ satisfaction 1①

2 ∗
Luchuan LIU & Kai SUN
School of Management Science and Engineer, Shandong University of Finance and Economics, Jinan 250014, China

Abstract
Micro blogging companies are facing troubles that the user activity is decreasing and older users stop
using it. Limited affections are studied but almost none of the researchers explores micro blogging users’
affective experience as well as the relationship between affection and satisfaction. We asked participants
to recall and write down their most frequently experienced affections in the last month while they were
using micro blogging. Westbrook’s method was applied to measure frequency of the 16 affections that
are reported by more than 1% subjects in step one, and 7 level Liker scale was adopted to measure the
frequency of affections that were experienced by every subject in the last week. Meanwhile, satisfaction
questionnaire was sent out to measure users’ satisfaction through Internet and finally 155 validated ones
were collected. Accordingly, the usage of micro blogging is a positive affection-driven process, the
mean value of users’ satisfaction is 3.82 (5 level scale, SD=0.514), which means that users’ satisfaction
is above the average level. Along with the increasing of experience, the relationship between positive
affections and satisfaction gradually enhances. This paper will make up some distinct shortages of
ECM-ISC.

Keywords
Social media, Affections, Affection analysis, User satisfaction, Micro-blog

0 Introduction

“Micro-blog” is a kind of miniature blog, which is an open Internet social networking service that
becomes popular with the rise of Web 2.0 (X. R. Yang, 2010). After its rapid growth and expansion,
micro-blog is now facing the challenge of huge discrepancy between the number of registered
users and active users. The Twopcharts 2014 annual report shows that there are only 170 million
active users among the 500 million registered Twitter accounts, and about 44% of the accounts
never tweeted (Bugeng, 2014). Micro-blogs in China also face the same problem. According to
a study of the China Internet Network Information Center (CNNIC, 2014), 22.8% of netizens in
China used micro-blogs less in 2013.
Researchers have studied micro-blogs from aspects like sociology, communication,

① This article is an outcome of the project “A theoretical model and empirical study on users’ continuous usage” (No. 71373144)
supported by National Natural Science Foundation of China and “A theoretical model on users’ continuous usage of mobile reading”
(No. 12YJA860010) supported by Humanities and Social Science Foundation, Ministry of Education of the People’s Republic of
China.
* Correspondence should be addressed to Luchuan LIU, Email:Lu_chuan@126.com