||With the rise of Web 2.0 concept, the development of virtual communities focuses more on the factors of relationship and interaction. Micro-blogging, the kind of community platforms that limit the length of a post and emphasize real-time and interactive features, has become popular these years. Seeing the potential of micro-blogging marketing, many businesses start to use micro-blogging as a promotional channel. With the different characteristics and multiple features of micro-blogging services, however, most businesses are still exploring how to make relationship marketing successful.|
This study uses commitment-trust theory by Morgan & Hunt (1994) to investigate the building of trust and commitment between users and communities and their influence on community loyalty from the perspective of relationship commitment. An online-survey was conducted among Plurk users, and 300 valid respondents were used for data analysis by structural equation modeling (SEM).
The results indicate that commitment and trust have a significantly positive effect on loyalty. Trust is significantly influenced by shared values, communication and opportunistic behavior, and commitment is significantly influenced by relation-ship benefits and trust. Information quality and shared values, however, do not have significant impact on commitment. Furthermore, user characteristics and usage frequency have significant moderating effect on the level of causal influence. The results show the importance of trust and commitment building in micro-blogging and provide useful suggestions for micro-blogging marketing.