Purpose – This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and loyalty. Design/methodology/approach – The structural equation modelling approach was used to estimate a conceptual model based on survey data from blog readers in Taiwan. After discarding incomplete responses, the final sample consisted of 567 completed responses. Findings – The majority of the results supported the hypotheses. Three types of exchange outcome satisfaction influence blog readers' perceptions of bloggers' power by increasing attitudinal loyalty. Information satisfaction has a direct and positive effect on expert power. Most importantly subjective norms exhibited a positive moderating relationship between exchange outcome satisfaction and attitudinal loyalty. The authors found no evidence to support the relationship between exchange outcome satisfaction and behavioural loyalty. Originality/value – From the perspectives of exchange outcome satisfaction, loyalty, power, and susceptibility to normative influence, this study contributes to a more comprehensive understanding of the process through which blog readers become loyal to their bloggers and are influenced by bloggers' expert and referent power.
Online Information Review – Emerald Publishing
Published: Jan 8, 2014
Keywords: Subjective norms; Blog readers; Bloggers' power; Online loyalty; Online satisfaction