TY - GEN
T1 - Understanding the blog service switching in Hong Kong
T2 - 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
AU - Zhang, Kem Z.K.
AU - Cheung, Christy M.K.
AU - Lee, Matthew K.O.
AU - Chen, Huaping
PY - 2008
Y1 - 2008
N2 - Blogs have become an increasingly popular form of displaying online content for general Internet users. Attracting new bloggers and retaining existing bloggers are crucial to blog service providers. In this study, we investigated several factors that affect bloggers' intention to switch their blog services. Based upon previous research on relationship marketing and the push-pull-mooring framework in migration literature, we interpreted three antecedents in terms of their push, pull, and mooring effects. An online survey was conducted to validate our research model. Findings suggested that satisfaction is the strongest factor toward switching intention, followed by attractive alternatives and switching costs. We believe that the implications of this study will provide valuable and important insights to both researchers and practitioners.
AB - Blogs have become an increasingly popular form of displaying online content for general Internet users. Attracting new bloggers and retaining existing bloggers are crucial to blog service providers. In this study, we investigated several factors that affect bloggers' intention to switch their blog services. Based upon previous research on relationship marketing and the push-pull-mooring framework in migration literature, we interpreted three antecedents in terms of their push, pull, and mooring effects. An online survey was conducted to validate our research model. Findings suggested that satisfaction is the strongest factor toward switching intention, followed by attractive alternatives and switching costs. We believe that the implications of this study will provide valuable and important insights to both researchers and practitioners.
KW - Attractive alternative
KW - Blog
KW - Push-pull-mooring framework
KW - Satisfaction
KW - Switching cost
UR - https://www.scopus.com/pages/publications/51449101079
U2 - 10.1109/HICSS.2008.478
DO - 10.1109/HICSS.2008.478
M3 - Conference contribution
AN - SCOPUS:51449101079
SN - 0769530753
SN - 9780769530758
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
BT - Proceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
Y2 - 7 January 2008 through 10 January 2008
ER -