Individual user satisfaction with Sina Weibo: an exploratory study

This study explores the extent of individual users' satisfaction with Sina Weibo from the perspective of network internalities and network externalities. Based on the literature review, 21 items were operationalised on top of a question measuring overall user satisfaction for a questionnaire survey. Data were collected from 240 respondents from the 16 districts and 2 counties in Beijing. Generally, the findings suggest that individual users are more satisfied with network internalities than network externalities and that 19 of 21 items show significant correlation with user satisfaction. Based on the comparison between mean rankings and correlation coefficient strengths of all the items, practical and research implications are provided, along with future research directions.