TY - GEN
T1 - Exploring the role of gender on bloggers' switching behaviors
AU - Zhang, Kem Z.K.
AU - Cheung, Christy M.K.
AU - Lee, Matthew K.O.
AU - Chen, Huaping
PY - 2008
Y1 - 2008
N2 - Blog has become an increasingly popular form of new information technology (IT) in recent years. Many world famous web sites (e.g., Microsoft, Yahoo!, and Google) are providing blog services on the Internet. Bloggers, therefore, can easily establish and maintain their blogs through such services. However, research on blogs' adoption and diffusion is rare. In this study, we attempt to study bloggers' post-adoption behaviors. We examine bloggers' intention to switch their blog services building upon the marketing and IS literature. Particularly, the role of gender is explored and an online survey is conducted to test the research model. Findings confirm that bloggers' intention to switch their blog services is strongly associated with three factors: satisfaction, sunk costs, and attractive alternatives. Meanwhile, gender is found to moderate the relationship between satisfaction and intention to switch the blog service. Implications for both researchers and practitioners are provided.
AB - Blog has become an increasingly popular form of new information technology (IT) in recent years. Many world famous web sites (e.g., Microsoft, Yahoo!, and Google) are providing blog services on the Internet. Bloggers, therefore, can easily establish and maintain their blogs through such services. However, research on blogs' adoption and diffusion is rare. In this study, we attempt to study bloggers' post-adoption behaviors. We examine bloggers' intention to switch their blog services building upon the marketing and IS literature. Particularly, the role of gender is explored and an online survey is conducted to test the research model. Findings confirm that bloggers' intention to switch their blog services is strongly associated with three factors: satisfaction, sunk costs, and attractive alternatives. Meanwhile, gender is found to moderate the relationship between satisfaction and intention to switch the blog service. Implications for both researchers and practitioners are provided.
KW - Attractive alternatives
KW - Blog
KW - Gender
KW - Intention to switch
KW - Post-adoption
KW - Satisfaction
KW - Sunk costs
UR - https://www.scopus.com/pages/publications/84870307491
M3 - Conference contribution
AN - SCOPUS:84870307491
SN - 9781605609539
T3 - 14th Americas Conference on Information Systems, AMCIS 2008
SP - 1093
EP - 1101
BT - 14th Americas Conference on Information Systems, AMCIS 2008
T2 - 14th Americas Conference on Information Systems, AMCIS 2008
Y2 - 14 August 2008 through 17 August 2008
ER -