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

Author

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  • Zhanbo Zhao
  • Qun Cao

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.

Suggested Citation

  • Zhanbo Zhao & Qun Cao, 2012. "An empirical study on continual usage intention of microblogging: the case of Sina," Nankai Business Review International, Emerald Group Publishing Limited, vol. 3(4), pages 413-429, November.
    • Handle: RePEc:eme:nbripp:v:3:y:2012:i:4:p:413-429
    DOI: 10.1108/20408741211283755
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    Cited by:

    1. Ashraf Sharif & Saira Hanif Soroya & Shakil Ahmad & Khalid Mahmood, 2021. "Antecedents of Self-Disclosure on Social Networking Sites (SNSs): A Study of Facebook Users," Sustainability, MDPI, vol. 13(3), pages 1-21, January.
    2. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.

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