Why do people use microblogs? An empirical study of Plurk

Purpose - The purpose of this paper is to investigate the factors that affect how people maintain their friendships by using information on Plurk. Design/methodology/approach - This study extended the Theory of Planned Behavior model to include both interpersonal curiosity and reciprocity. Data were collected via an online survey with 220 valid samples. The respondents answered the survey questionnaire based on their past experiences using Plurk. The proposed research model was assessed using structural equation modeling as performed in the LISREL program. Findings - The attitude toward using Plurk for maintaining friendships is the strongest predictor of intention to use, followed by perceived behavioral control. The findings indicate that reciprocity has the strongest effect on attitude toward using Plurk for maintaining friendship, followed by subjective norms and interpersonal curiosity. An analysis of the research explained 61 percent of the variance in attitude toward using Plurk for maintaining friendship, and 73 percent of the variance in intention to use Plurk for maintaining friendship. Research limitations/implications - This study only focussed on a limited number of factors, and as a result, the effects of some variables, such as personal characteristics, may have been overlooked. In the future, researchers can extend this model by incorporating more variables into the analysis of maintaining friendships via Plurk. Practical implications - As microblogging firms compete for online customers, it would be useful to gain some understanding of the possible effects of reciprocity and interpersonal curiosity on users' intention to use Plurk for maintaining friendships. As firms compete for internet marketing, managers should know the potential use of Plurk as an effective channel to promote their products and services to whoever needs them. Originality/value - From the literature available in the public journal databases, no existing research model was found to explain the behavior of Plurk users on microblogs. The paper fulfills this objective.