# Bridging User Perception and Stickiness in Business Microblog Contacts: A Moderated Mediation Model
## 2 Literature Review and Research Hypotheses
### Moderating Role of Adaptivity on the Mediating Effect of Emotional Connection  
From the market orientation theory, it is clear that analyzing the market situation creates opportunities for firms to invest in products or services that satisfy unmet needs [46]. Market orientation signals firms to work on certain problems. Therefore, firms with higher market-oriented propensity are likely to access more information and knowledge about customers' preference. In microblogs context, corporations could use an adaptive to satisfy online customers' needs. Adaptivity refers to the ability of systems to adapt themselves to the user by acquiring information and then triggering suitable modifications to the user interface. Corporations operating adaptivity could offer personalized content or advertisements based on the user's profile and interests [47; 48]. By customizing some features of a product or service, firms can allow a user to enjoy more convenience, lower cost, or some other benefits [10]. With such a wide diversity of available information, and a wide variety of interests among users of the microblog, it is important that adaptive features are incorporated by firms to change system parameters to suit users' preferences. An intelligent system with an adaptive interface can keep track of user activities and profiles so as to dynamically generate unique services and information [49]. As such, adaptivity has an important impact on the microblog, thus, enhancing the success of firms. As users perceive the usefulness of a microblog and increasingly interact with others to gain better information and solutions, intensive connections arise and users are further willing to be involved with the website, resulting in staying longer on the website. Thus, this study argues that members' perceived usefulness of the microblog has a positive impact on customer stickiness through the emotional connection construct. This study further argues that the mediating process varies as a direct result of the system's adaptive functions. Specifically, mediating processes enable users to access diverse information and messages but may bring an excessive amount of information that receivers cannot process efficiently [4]. As individuals have bounded rationality, excessive information and messages can distract them and cause stress, thus, decreasing individuals' motivation to interact withothers and reducing their time on the website. To deal with these problems, firms can use adaptive to provide personalized information, which can reduce the perceived complexity that was caused by excessive information, thereby reducing customers' search efforts and increasing user satisfaction [50]. Moreover, adaptivity is inherently preferred, since it takes individual needs into account and creates a relationship of trust between the website and the user [15]. Therefore, when corporations use an adaptive to satisfy users' needs and provide precisely the information and solutions that suit those users, the users develop more connection with their members, which, in turn, becomes more willing to remain on the website. This study expects that the higher the level of adaptivity, the more positive the mediating effect of emotional connection on the perceived usefulness-customer stickiness relationship. **Hypothesis 3 (H3). **_The mediating effect of emotional connection on the link between perceived usefulness and customer stickiness depends on level of adaptivity._  
This study argues that increasing the level of perceived ease of use would positively impact customer stickiness via the emotional connection. This study further proposes that the mediating process varies as a result of the adaptivity functionality. Specifically, a high level of adaptivity by corporations enables users to access more precise and concise information based on the member identity process; therefore, members sense more benefits from perception of ease of use and generate more positive feelings [32], which, in turn, produce a higher level of customer stickiness.