Research on User Behavior of IM Market

The competition in instant messaging (IM) market becomes more and more fierce, so the research on user behavior of choosing and continuing to use is a necessary precondition to decide the competitive strategy of instant messaging products. According to Technology Acceptance Model(TAM)and Expectation Confirmation Theory(ECT), the model why users have intention to continue to use instant messaging service was built from eight aspects, expectation confirmation, perceived usefulness, perceived case of use, perceived playfulness, perceived risk, fell expense, perceived inspirit and network externalities. Through empirical analysis, the paper verified the model. On the basis of the research results, corresponding countermeasures were also proposed.