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Title: The effect of community identity on continuance intention of microblogging
Authors: Hsu, Chien-Lung;Lin, Arthur J.
Contributors: 經濟系
Keywords: attitudinal perceptions;community adaptivity;community identity;continuance intention;information accessibility;microblogging;microblogs;perceived playfulness;perceived quality;SEM;structural equation modelling;system design;Taiwan;TAM;technology acceptance model
Date: 2013
Issue Date: 2015-09-14 16:40:05 (UTC+8)
Abstract: Given the growing population of microblogging, predicting users' continuance intention is getting important. This study explores the relationship among system design of microblog, perceived quality of microblog, community identity, and continuance intention. It extends TAM model with information accessibility, community adaptivity, and perceived playfulness, and provides analytical insight into microblog continuance intention with community identity as a mediator. The study collected research data online through a questionnaire collection website. The respondents are the users from microblog websites (e.g., PLURK, Twitter, etc.) in Taiwan. There are 502 valid surveys returned as the data input for structural equation model (SEM) analysis. The results reveal that community identity is the important factor on continuance intention of microblog usage, and microblog system design factors significantly affect the attitudinal perceptions of microbloggers. Moreover, community identity is a significant mediator between users' perceptions and continuance intention. The findings from this study are helpful to microblog service providers for increasing user's continuance intention of microblogging and improving the long term relationship with users.
Relation: International Journal of Electronic Business, 10(4), 355-382
Data Type: article
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Appears in Collections:[經濟學系] 期刊論文

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