Understanding the blog service switching in Hong Kong: An empirical investigation

Kem Z.K. Zhang, Christy M K CHEUNG, Matthew K.O. Lee, Huaping Chen

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

32 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
DOIs
Publication statusPublished - 2008
Event41st Annual Hawaii International Conference on System Sciences 2008, HICSS - Big Island, HI, United States
Duration: 7 Jan 200810 Jan 2008

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Conference

Conference41st Annual Hawaii International Conference on System Sciences 2008, HICSS
Country/TerritoryUnited States
CityBig Island, HI
Period7/01/0810/01/08

Scopus Subject Areas

  • Engineering(all)

User-Defined Keywords

  • Attractive alternative
  • Blog
  • Push-pull-mooring framework
  • Satisfaction
  • Switching cost

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