The Factors Influencing Customer Retention of Blog: A Perspective of Switching Cost
| Autor: | Li-Chun Yeh, 葉俐君 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 Due to the raise and develop of blog, many service providers come into existence. It enable these enterprises try to think about how to lock in their customer by enhancing their content of blog, and think about how to strengthen their advantage. In this study, we try to find out the factors influenceing customer retention of blog, especially based on the perspective of switching cost. According to past studies, many researchers indicated that switching cost is suitable to explain the behavior of customer retention. If these managers of blog have no strategy about locking in users, they will face the crisis of losing these customers. The study attempt to adopt the framework from Chen and Hitt (2003), and try to revise the research model. In this study, we use three kinds of factors (switching costs, user characteristics and website characteristics) to construct a revised model about customer retention of blog. In this study, switching costs of blogger are measured by risk costs, information search costs, learning costs, set-up costs, and relationship costs. The variables of user characteristic include interaction frequency, real relationship influence, and virtual relationship influence. The variables of website characteristic include easy of use, responsiveness, website image, service breadth, and heterology. This research adopt Structural equation modeling(SEM) to probe the correlation among user characteristics, website characteristics, switching cost, and customer retention on blog. The statistic software is EQS 6.1 for Windows and SPSS 10. The results are: (1) switching cost positively influences customer retention; (2) switching cost of blogger are measured by risk cost, information search cost, learning cost, set-up cost, and relationship cost; (3) interaction frequency, easy of use, responsiveness, website image, and heterology positively influence customer retention;(4) interaction frequency, virtual relationship influence, and website image positively influence switching cost; (5)use experience of multiple blog platform have adjustment function to the customer retention model. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|