Continuance Intention of Food Blog Users in Pakistan

Purpose: The purpose of this paper is to analyze the relationship between different factors affecting the interest of Pakistani blog users reading food blogs using components of the ECT model. Methodology: With the sample size of 392 food blog readers, the study analyzes the impact of expectation confirmation theory, blog user’s involvement, and habit on continuance intention of using the blog, and satisfaction level. Findings: User habit and user involvement both are positively related to factors which are users’ perceived enjoyment, satisfaction, and intention to revisit the blog. Users’ perceived enjoyment is positively related to user satisfaction and intention to revisit the food blog. Findings suggest that when bog users are satisfied, they intend to revisit the blog. Blogging time does not moderate the effect of habit on either perceived enjoyment, satisfaction, or continuance intention. Conclusion: It is concluded from the research that ECT can be applied to examine the satisfaction of blog users and their intention to continue blog use. However, further research is required to analyze the impact of ECT in another context apart from food blog readers and the blogging domain. This research extends the efforts of earlier research as previous research emphasized enjoyment and user involvement and rarely have, they covered the moderating effect caused by blogging time and the effect of blog users’ habits specifically in the food and beverage industry