Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

An empirical study on continual usage intention of microblogging: the case of Sina

An empirical study on continual usage intention of microblogging: the case of Sina Purpose – Sina Microblog is the most popular microblog in China. The purpose of this research is to explore the factors that influence Sina microbloggers' intention to continue using this platform. Design/methodology/approach – This research proposes the effects of user satisfaction based on perceived usefulness, experiential value and knowledge sharing motivation and community norm on continual usage intention. Findings – The results suggest that continual usage intention is directly affected by perceived usefulness, experiential value, egoism, satisfaction and community norm. Theoretical and practical implications are considered. Originality/value – This paper is one of the earliest empirical studies in China to explore why Chinese consumers intend to rather than actually use Sina Microblog. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nankai Business Review International Emerald Publishing

An empirical study on continual usage intention of microblogging: the case of Sina

Nankai Business Review International , Volume 3 (4): 17 – Nov 2, 2012

Loading next page...
 
/lp/emerald-publishing/an-empirical-study-on-continual-usage-intention-of-microblogging-the-NuAuAo4Psb
Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-8749
DOI
10.1108/20408741211283755
Publisher site
See Article on Publisher Site

Abstract

Purpose – Sina Microblog is the most popular microblog in China. The purpose of this research is to explore the factors that influence Sina microbloggers' intention to continue using this platform. Design/methodology/approach – This research proposes the effects of user satisfaction based on perceived usefulness, experiential value and knowledge sharing motivation and community norm on continual usage intention. Findings – The results suggest that continual usage intention is directly affected by perceived usefulness, experiential value, egoism, satisfaction and community norm. Theoretical and practical implications are considered. Originality/value – This paper is one of the earliest empirical studies in China to explore why Chinese consumers intend to rather than actually use Sina Microblog.

Journal

Nankai Business Review InternationalEmerald Publishing

Published: Nov 2, 2012

Keywords: Microblog; Perceived usefulness; Experiential value; Knowledge sharing motivation; Continual usage intention; Community norm; Blogs; China

References