Microblog has grown popularly as a seminal social medium for timely information seeking and sharing. However, the reason why individuals update real-time information in microblog has not been well understood, and empirical research to address this specific information behavior is hardly available. As a felt urge can be conceptualized as a precursor of real-time updating in the microblog, we attempt to capture the underlying mechanism in causing this less reflective behavior urge. We apply the media needs theory to investigate how the individuals’ media needs spark their urge to update personal status in the microblog. In particular, we conceptualize the cognitive needs as related to information uniqueness, personal integrative needs as related to connectivity, social integrative needs as a unidirectional relationship, affective needs as positive emotions and tension release needs as negative emotions. An online survey was employed to validate the proposed model within 523 microblog users in China. The results suggest that the users’ behavior urge is significantly influenced by information uniqueness, connectivity, unidirectional relationship and positive emotions. Furthermore, among the five media needs, the affective and social integrative related factors strongly determine the personal real-time status update in microblog. The theoretical and practical implications are discussed in this paper
