TY - CHAP
T1 - A theory of planned behavior perspective on blog service switching
AU - Zhang, Kem Z.K.
AU - Zhao, Sesia J.
AU - Lee, Matthew K.O.
AU - Chen, Huaping
PY - 2011
Y1 - 2011
N2 - Blog has been one of the social technologies that greatly change many online users' daily lives. Bloggers not only can publish personal dairies on it, but also can develop relationships with other bloggers or blog visitors. Although many blog services are provided freely, its service switching behavior have attracted much attention from practitioners. Blog service switching is a specific instance of the broader social technology switching phenomenon. It differs from general usage behavior as it involves both membership attraction and retention. Thus, prior research on information technology usage may not fully account for the phenomenon. In this study, we adopt a theory of planned behavior perspective and build up a switching model to explain blog service switching behavior. We employ a survey to explain how two quality beliefs (service quality and quality of alternatives) and two types of costs (sunk costs and relationship costs) exert influence in determining bloggers' switching behavior. Discussions and implications are provided to better understand the switching behavior of blog and other social technologies. © Springer-Verlag Berlin Heidelberg 2011.
AB - Blog has been one of the social technologies that greatly change many online users' daily lives. Bloggers not only can publish personal dairies on it, but also can develop relationships with other bloggers or blog visitors. Although many blog services are provided freely, its service switching behavior have attracted much attention from practitioners. Blog service switching is a specific instance of the broader social technology switching phenomenon. It differs from general usage behavior as it involves both membership attraction and retention. Thus, prior research on information technology usage may not fully account for the phenomenon. In this study, we adopt a theory of planned behavior perspective and build up a switching model to explain blog service switching behavior. We employ a survey to explain how two quality beliefs (service quality and quality of alternatives) and two types of costs (sunk costs and relationship costs) exert influence in determining bloggers' switching behavior. Discussions and implications are provided to better understand the switching behavior of blog and other social technologies. © Springer-Verlag Berlin Heidelberg 2011.
UR - https://www.scopus.com/pages/publications/79960966474
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-79960966474&origin=recordpage
U2 - 10.1007/978-3-642-21378-6_6
DO - 10.1007/978-3-642-21378-6_6
M3 - RGC 12 - Chapter in an edited book (Author)
SN - 978-3-642-21377-9
SN - 978-3-642-26816-8
T3 - Studies in Computational Intelligence
SP - 73
EP - 83
BT - Computer and Information Science 2011
A2 - Lee, Roger
PB - Springer
CY - Berlin
ER -