Understanding the role of gender in bloggers' switching behavior

Authors:
Kem Z. K. Zhang;Matthew K. O. Lee;Christy M. K. Cheung;Huaping Chen
Affiliations:
University of Science and Technology of China-City University of Hong Kong Joint Advanced Research Center, Hong Kong SAR, China;Department of Information Systems, City University of Hong Kong, Hong Kong SAR, China;Department of Finance and Decision Sciences, Hong Kong Baptist University, Hong Kong SAR, China;School of Computer Science and Technology, University of Science and Technology of China, China
Venue:
Decision Support Systems
Year:
2009

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Abstract

Blog has become an increasingly popular form of social networking technology in recent years. Many world famous web sites (e.g., Microsoft, Yahoo!, and Google) are providing blog services on the Internet. Bloggers, therefore, can easily establish and maintain their blogs through such services. However, research on blogs' adoption and diffusion is rare. In this study, we attempt to study bloggers' post-adoption behaviors. We examine bloggers' intention to switch their blog services by building upon studies in the marketing and IS literature. Particularly, the role of gender is explored and an online survey is conducted to test the research model. Findings confirm that bloggers' intention to switch their blog services is strongly associated with three factors: satisfaction, sunk costs, and attractive alternatives. Meanwhile, moderating effects are found in gender, but not in sunk costs. Implications for both researchers and practitioners are provided.