| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 97 === Blog is one of the successful applications in the world of web 2.0. Many people build their own blogs by blog service provider (BSP). Most important issues for BSP are attracting new members and to retain the existing customers because of the revenues are come from Internet advertisements or VIP value-added services that rely on the number of members. If some bloggers dislike their BSP, they could not only "migration" to another service provider but also to take away all their relationships.
However, there are little researches about what motivates bloggers switching to other BSP. Some research suggests that the PPM (push-pull mooring) is good for predict the blogger switching intention, but only considered the sunk cost to be a mooring factor. Besides sunk cost, however, many factors lock the bloggers to switch their BSP. We will demonstrate what factors to impact blogger switching intention. We add two factors - setup cost and continuity cost, into the framework base on PPM Model, and examine is the sunk cost truly to lock the blogger to switch. The purposes of this study are summarized as follow: First, the study try to consider what the factors those influence the switching intention of bloggers. Secondly, we examine the impacts on switching intention with setup cost and continuity cost as mooring factors. Thirdly, we will investigate the different perceptions among the backgrounds, such as gender, age, career, education level, and behavior styles.
An online survey of 450 bloggers found strong support for the model. The results showed that the impacts on blogger's switching intention for setup cost and continuity cost were the negative, and alternative attractiveness was the positive. The results of this study were also revealing the factors of PPM Model tend to be different among the groups of gender, age, career, education level, and behavior styles. Nevertheless some results that the sunk cost affects switching intention were unexpected. We consider the definition of sunk cost was base on "sunk cost fallacy" must be happened but not in this situation on blogger switching. It reveals that there some unexpected factors would be influenced when blogger want to migrate. Finally, we end with suggestions for researchers and operators of BSP in the study context.
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