The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study

Abstract

Blogs are currently powerful instrument and their proliferation has attracted substantial attention from marketing practitioners and academics. The aim of this study is to propose a model to understand and examine during the formation of sustainable social relationships and the continued usage of blogs in marketing contexts. Two exogenous constructs - customer experience and perceived value - have not only directly influenced satisfaction and intention to continue to use blogs, but also indirectly affected customers\'/citizens\' sustainable social relationship with blogs through the mediation of satisfaction and continuance intention. The analysis results herein demonstrate that sustainable social relationship is determined significantly by continuance intention and satisfaction toward blogs, while the influences of customer experience and perceived value on continuance intention are both respectively significant. However, the direct influence of customer experience on continuance intention is insignificant In addition, this study examined and empirically confirmed the mediating role of continuance intention and satisfaction on blogs between customer experience and perceived value. Finally, the findings of this research propose the detailed theoretical and managerial implications for academicians, blog operators and government agencies. (C) 2014 Elsevier Inc. All rights reserved.