The purpose of this study is to analyse various factors of switching blogs. The switching costs theory has been applied to develop the research model. Bloggers using such blogs as: Cyworld's minihompy, Naver's blog, Daum's Tistory, and Tattertools were selected as subjects for the sample frame. A total of 290 surveys were collected, from which 243 were used as data for analysis. Results of the survey by SPSS 12.0 showed that the attractiveness of alternatives and attachment affected blog switching intention, and attractiveness of alternatives had a moderating effect between user satisfaction and switching intention.
All Science Journal Classification (ASJC) codes
- Computer Networks and Communications