Title: What is the most important factor in switching blogs?

Authors: Bong Gyou Lee, Younghee Lee, Su Jin Kim

Addresses: Graduate School of Information, Yonsei University, 134 Shinchondong, Seoul 120-749, Korea. ' Investment Analysis Team, Busan Development Institute, 273-20 Yangjung2dong, Busan 614-052, Korea. ' International Cooperation Team, National IT industry Promotion Agency, 79-2 Garakbondong, Seoul 138-711, Korea

Abstract: The purpose of this study is to analyse various factors of switching blogs. The switching costs theory has been applied to develop the research model. Bloggers using such blogs as: Cyworld|s minihompy, Naver|s blog, Daum|s Tistory, and Tattertools were selected as subjects for the sample frame. A total of 290 surveys were collected, from which 243 were used as data for analysis. Results of the survey by SPSS 12.0 showed that the attractiveness of alternatives and attachment affected blog switching intention, and attractiveness of alternatives had a moderating effect between user satisfaction and switching intention.

Keywords: switching blogs; weblogs; social networking sites; SNSs; user satisfaction; switching intention; switching costs; web based communites; online communities; virtual communities.

DOI: 10.1504/IJWBC.2011.038127

International Journal of Web Based Communities, 2011 Vol.7 No.1, pp.83 - 97

Published online: 11 Jan 2015 *

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