With the rapid innovation of information technology and online service, the Internet as a new media has drastically changed the online behavior of human interaction. Microblogging that limits the number of characters allowed in a post to 140 words has emerged as a new and frequent communication via web postings. Microblogging has been used not only for social interaction but also for marketing and product promotion by companies and organizations. As the development of social community services become more mature, the new concept called ¡§social commerce,¡¨ that combines social networking and online shopping appears to be a promising new business model.
The purpose of this study is to examine the usage behavior of microblogging by investigating the effect of social support and other factors on the intention to continue use a microblog and the intention to accept social commerce. An online survey was conducted on Plurk users. The results indicate that: (1) the motivations for writing blogs, social support and website quality have significant influences on the relationship quality between users and Plurk. Higher perceived social support and higher website quality result in a higher level of relationship quality; (2) The motivations for writing blogs and the perceived social support increase the self-disclosre behavior; (3) The perceived social support and website quality have positive impact on social commerce intention; and (4) The motivations for writing blogs, website quality, relationsip quality and self-disclosure have positive impacts on the intention to continue use the microblog.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0828110-132416 |
| Date | 28 August 2010 |
| Creators | Ho, Yi-Ting |
| Contributors | Hsiang-Chu Lai, Ting-Peng Liang, Shu-Chun Ho |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0828110-132416 |
| Rights | not_available, Copyright information available at source archive |
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