# Bridging User Perception and Stickiness in Business Microblog Contacts: A Moderated Mediation Model
## 1 Introduction  
Microblog is becoming a popular trend and important social media tool on the Internet [1, 2]. For example, Twitter is one of the most well-known microblogs. According to the 2017 annual report of Twitter, there were 330 million active users on Twitter [3]. Another popular microblog is Sina Weibo. It is one of the most popular social media sites in China. In accordance with their financial report of 2017, there were 361 million active users on Weibo. A microblog refers to a set of activities on which persons broadcast brief text updates regarding their daily lives and work, including what they are thinking, reading, and experiencing [4]. Therefore, contemporary firms should consider these new platforms to access their customers. By establishing their own corporate accounts within the context of a microblog, firms may create an effective channel for broadcasting information and connecting with customers. Namely, corporations can post brief text updates about their relevant messages and provide a platform that allows users to discuss and share their experience, thereby helping firms to obtain a better understanding of customer needs and satisfying them. In this respect, corporations utilize that platform to link their customers; and further link their customers and their followers [5]. Consequently, once firms set up their microblog and take advantage of the opportunity of this tool, they may successfully acquire a large number of followers, or even achieve higher rates of customer stickiness [6]. Dell is a well-known example of this phenomenon. Dell publishes a variety of microblog information aimed at different groups, and the different varieties of content are published by different accounts. By positioning their microblogs to address different aspects of their market and brand, Dell can communicate with users worldwide and meet their needs. Users looking for discount information can turn to @DellOut-let. Likewise, when customers are interested in breaking news at Dell, they can turn to @Direct2 Dell, and so on. Via the microblogs, Dell stays in touch with microblog users in many countries, including the United States, Brazil, Mexico, China, and Japan. Microblogs have been the subject of many recent academic studies; yet, there are still some unanswered questions regarding the effect of user perception on customer stickiness within the microblog context. Based on the theory of reasoned action (TRA) and technology acceptance model (TAM), perceived usefulness and perceived ease of use are the two important factors that can predict the behavioral intention to use technology [7]. These two factors have been widely applied in the study of information system adoption and used in online marketing management [8; 9]. However, perceived usefulness and perceived ease of use may not directly reveal all the motivations of microblog users [10]. In a modern purchasing process, online shopping is evolving as a more relational-based exchange, which emphasizes user's experience and personal interaction in their online shopping communities [11]. This study, therefore, uncovers the intervening factor affecting the relationship between user perception and customer stickiness, and argues that emotional connection plays an intermediate role in this relationship. Emotional connection has been identified as a key driver of the success of a virtual community. The term \"emotional connection\" refers to the bonds developed over time through positive interaction with other members. As customers interact with other members, they are more likely to build a connection and come to view themselves as members of a certain group, such as brand community and consumption community [12; 13]. Study findings indicate a relationship between emotional connection and the organizational performance of a microblog website [14; 15; 16]. However, little is understood of the mediating effect between user perception (i.e., perceived usefulness and perceived ease of use) and the customer stickiness of the microblog.