Title: The effect of community identity on continuance intention of microblogging

Authors: Chien-Lung Hsu; Arthur J. Lin

Addresses: Department of Marketing Management, Takming University of Science and Technology, No. 56, Sec. 1, Huanshan Rd., Neihu District, Taipei City, 11451, Taiwan; Department of Banking and Finance, National Chi Nan University, No. 1, University Rd, Puli, Nantou County, 54561, Taiwan ' Graduate Institute of International Business, National Taipei University, No. 151, University Rd., San Shia District, New Taipei City, 23741, Taiwan; Department of Economics, National Chengchi University, No. 64, Sec. 2, ZhiNan Rd., Wenshan District, Taipei City 11605, Taiwan

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.

Keywords: microblogs; microblogging; continuance intention; attitudinal perceptions; community identity; information accessibility; community adaptivity; system design; perceived quality; TAM; technology acceptance model; perceived playfulness; Taiwan; structural equation modelling; SEM.

DOI: 10.1504/IJEB.2013.056784

International Journal of Electronic Business, 2013 Vol.10 No.4, pp.355 - 382

Published online: 04 Sep 2013 *

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