Bridging User Perception and Stickiness in Business Microblog Contexts: A Moderated Mediation Model

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. View Full-Tex