Understanding the Blog Service Switching in Hong Kong: An Empirical Investigation

Citation data:

Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008), ISSN: 1530-1605, Page: 269-269

Publication Year:
2008
Captures 25
Readers 25
Citations 24
Citation Indexes 24
Repository URL:
https://repository.hkbu.edu.hk/hkbu_staff_publication/229
DOI:
10.1109/hicss.2008.478
Author(s):
Zhang, Kem Z.K.; Cheung, Christy M.K.; Lee, Matthew K.O.; Chen, Huaping
Publisher(s):
Institute of Electrical and Electronics Engineers (IEEE); IEEE
Tags:
Engineering; Attractive alternative; Blog; Push-pull-mooring framework; Satisfaction; Switching cost
conference paper description
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. © 2007 IEEE.