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

Zhanbo Zhao and Qun Cao

Nankai Business Review International, 2012, vol. 3, issue 4, 413-429

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.

Keywords: Microblog; Perceived usefulness; Experiential value; Knowledge sharing motivation; Continual usage intention; Community norm; Blogs; China (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:nbripp:v:3:y:2012:i:4:p:413-429

DOI: 10.1108/20408741211283755

Access Statistics for this article

Nankai Business Review International is currently edited by Dr Xuexiu Wang and Professor Li Wei'an

More articles in Nankai Business Review International from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().