# Bridging User Perception and Stickiness in Business Microblog Contacts: A Moderated Mediation Model
## 2 Literature Review and Research Hypotheses
### Mediating Effect of Emotional Connection on User Perception and Customer Stickiness  
Previous studies that have examined information system usage from a longitudinal perspective have found that system usefulness is a critical perception that drives the intention to continue using the system [27; 29; 34]. Within the context of the microblog, perceived usefulness representing the utility of an online transaction indicates that users have a certain ability to acquire useful information and services, share their experiences with others, and enhance their performance while using the microblog [35]. In our study, perceived usefulness is based on this perspective and refers to the degree to which individuals perceive the advantages of using the microblog. One of the main reasons for individuals to use the media is to fulfill their cognitive needs such as to acquire information, knowledge, and understanding [36]. A useful platform can cause users to be more willing to participate and search for more information to fulfill their needs, and therefore, become conscious of a community within the enterprise microblogs. This sense of a virtual community is a feeling of belonging and attachment toward a community on the Internet [37; 38]. Specifically, users' perception of the benefits of the microblog is likely to lead to a stronger intention to be more deeply involved and interact with others via the microblog, increasing the rate of emotional connection. During these processes, individuals also easily perceive the support of other members, thereby deepening the relationship between users and their community [39]. Furthermore, the more the members interact with these communities, the higher the quality of information they perceive, which are derived from prior positive interactive experience and developed community memory [40]. The superior quality of the information causes the members to consider virtual community as a credible information source, which increases their commitment to spend more time on the microblog. In sum, increased perceived usefulness induces users to access information via the microblog, which provides a platform to discuss and gain solutions. The interactive processes can fulfill the users' cognitive needs and strengthen their social connections, resulting in an increase in users' bond. Furthermore, increased emotional connection can help to build trust, therefore enhancing the likelihood that the information will be perceived as being of high quality. This, in turn, facilitates user commitment and leads to an increase in users' intention to remain connected with the virtual community. As such, our hypothesis is as follows:  
**Hypothesis 1 (H1)**. : _Perceived usefulness has an effect on customer stickiness through emotional connection._  
Perceived ease of use refers to the users' belief that the microblog is easy to operate. Since effort is a finite resource, applications that are perceived to be easier to use than their competitors are more likely to be accepted by users [7; 8]. The microblog is a place where users can share interests and resources, engage in joint activities, and work toward the same goals. As microblogs are easier to use, such platforms encourage individuals to participate and share important information [41]. During these processes, users increase their interactions with other members, which results in a higher sense of belonging [16]. Specifically, as ease of use increases, users can more easily chat together, exchange information, and deepen their relationships and connections. In fact, user behavior in the microblog is intertwined, in which members' roles and identities change gradually from participator to core contributor, encouraging them to share more information [42]. The changes in members' identities, indicating how they perceive themselves and how other members think about them, is a result of their participation and engagement in online interactions.