标题：Bridging user perception and stickiness in business microblog contexts: A moderated mediation model
作者：Hsu C.-L.; Liao Y.-C.
作者机构：[Hsu, C.-L] Department of Business Administration, University of Kang Ning, Tainan, 70970, Taiwan;[ Liao, Y.-C] School of Management, Shandong Univers 更多
通讯作者地址：[Liao, Y.-C] School of Management, Shandong UniversityChina;
关键词：Adaptivity; Customer stickiness; Emotional connection; Moderated mediation; Perceived ease of use; Perceived usefulness
摘要：This study develops a contingent mediation model to investigate whether user perception enhances customer stickiness through emotional connection and further assess such mediating effect varies with different adaptivity. A moderated mediation approach is adopted to test the hypotheses. Findings reveal the mediating role of emotional connection on the link between perceived usefulness and customer stickiness, but not moderated by adaptivity. On the other hand, the results showed that the relationship between perceived ease of use and customer stickiness is not mediated by emotional connection; however, after considering the moderating effect, our results show that moderated mediation exists. © 2019 by the authors.