Understanding Member Loyalty in the Blog Community: The Viewpoint of Information System Quality, Social Influence and Knowledge Sharing Motivation

• Main Authors: Yu-wen Lin, 林郁雯
• Other Authors: Qin-zheng Zeng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/10889223438344995970

碩士 === 逢甲大學 === 企業管理所 === 96 === Blogs have been a new marketing weapon in recent years. Many businesses have begun using blogs to lower operation costs, stimulate discussions, garner new ideas, and provide further visibility. Thus, blog usage as well as individual motives behind continued usage is an important issue of research. This research uses the information system quality (system and information quality), social influence (subjective norm) and sharing motivation perspectives (altruism, reciprocity, trust, and relationships) to examine relationships among user satisfaction, behavioral intention and user loyalty. The results show that user satisfaction plays the most significant factor to the behavioral intention, and behavioral intention is the most influenced factor to user loyalty. Moreover, among the exogenous variables, system quality is the most influenced factor to user loyalty, and the second factor is reciprocity. Therefore, the influence of reference groups can be developed to promote user loyalty if the blog provider can offer good-quality system and design feedback programs to strengthen users’ motives for reciprocity factor.