Understanding the role of gender in bloggers' switching behavior

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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

122 Citations (Scopus)


Blog has become an increasingly popular form of social networking technology 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 by building upon studies in 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, moderating effects are found in gender, but not in sunk costs. Implications for both researchers and practitioners are provided.

Original languageEnglish
Pages (from-to)540-546
Number of pages7
JournalDecision Support Systems
Issue number4
Publication statusPublished - Nov 2009

Scopus Subject Areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management

User-Defined Keywords

  • Attractive alternatives
  • Blog
  • Gender
  • Intention to switch
  • Post-adoption
  • Satisfaction
  • Social computing
  • Sunk costs


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