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Basing bloggers' power on readers' satisfaction and loyalty

Chiu-Ping Hsu (Department of Business Administration, Chung Hua University, HsinChu, Taiwan)
Heng-Chiang Huang (Graduate Institute of International Business, National Taiwan University, Taipei, Taiwan)
Chih-Huei Ko (Department of Marketing and Logistics Management, Chihlee Institute of Technology, New Taipei City, Taiwan)
Shih-Ju Wang (Graduate Institute of Management, National Taiwan Normal University, Taipei, Taiwan)

Online Information Review

ISSN: 1468-4527

Article publication date: 8 January 2014

Abstract

Purpose

This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and loyalty.

Design/methodology/approach

The structural equation modelling approach was used to estimate a conceptual model based on survey data from blog readers in Taiwan. After discarding incomplete responses, the final sample consisted of 567 completed responses.

Findings

The majority of the results supported the hypotheses. Three types of exchange outcome satisfaction influence blog readers' perceptions of bloggers' power by increasing attitudinal loyalty. Information satisfaction has a direct and positive effect on expert power. Most importantly subjective norms exhibited a positive moderating relationship between exchange outcome satisfaction and attitudinal loyalty. The authors found no evidence to support the relationship between exchange outcome satisfaction and behavioural loyalty.

Originality/value

From the perspectives of exchange outcome satisfaction, loyalty, power, and susceptibility to normative influence, this study contributes to a more comprehensive understanding of the process through which blog readers become loyal to their bloggers and are influenced by bloggers' expert and referent power.

Keywords

Citation

Hsu, C.-P., Huang, H.-C., Ko, C.-H. and Wang, S.-J. (2014), "Basing bloggers' power on readers' satisfaction and loyalty", Online Information Review, Vol. 38 No. 1, pp. 78-94. https://doi.org/10.1108/OIR-10-2012-0184

Publisher

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Emerald Group Publishing Limited

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