Bridging User Perception and Stickiness in Business Microblog Contexts: A Moderated Mediation Model

Chien-Lung Hsu and Yi-Chuan Liao
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Chien-Lung Hsu: Department of Business Administration, University of Kang Ning, Tainan 70970, Taiwan
Yi-Chuan Liao: School of Management, Shandong University, Jinan 250100, China

Future Internet, 2019, vol. 11, issue 6, 1-16

Abstract: This study develops a contingent mediation model to investigate whether user perception enhances customer stickiness through emotional connection and further assess such mediating effect varies with different adaptivity. A moderated mediation approach is adopted to test the hypotheses. Findings reveal the mediating role of emotional connection on the link between perceived usefulness and customer stickiness, but not moderated by adaptivity. On the other hand, the results showed that the relationship between perceived ease of use and customer stickiness is not mediated by emotional connection; however, after considering the moderating effect, our results show that moderated mediation exists.

Keywords: perceived usefulness; perceived ease of use; emotional connection; adaptivity; customer stickiness; moderated mediation (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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