Understanding the Blog Service Switching in Hong Kong: An Empirical Investigation

Blogs have become an increasingly popular form of displaying online content for general Internet users. Attracting new bloggers and retaining existing bloggers are crucial to blog service providers. In this study, we investigated several factors that affect bloggers´ intention to switch their blog services. Based upon previous research on relationship marketing and the push-pull-mooring framework in migration literature, we interpreted three antecedents in terms of their push, pull, and mooring effects. An online survey was conducted to validate our research model. Findings suggested that satisfaction is the strongest factor toward switching intention, followed by attractive alternatives and switching costs. We believe that the implications of this study will provide valuable and important insights to both researchers and practitioners.