The effects of service utility, security, trust and satisfaction on weblog social site dependency for young adults in Taiwan

The expectation-confirmation theory with constructs of trust and perceived security is used to examine the factors affecting weblog social site dependency using 636 college students as the sample. As expected, the results of the structural equation model showed that service utility has a positive influence on trust, but the perceived security has no significant effect on trust. Trust, perceived security and service utility have separate positive impacts on satisfaction. Furthermore, perceived security, service utility, satisfaction and trust have separate positive effects on weblog social site dependency. Implications for weblog social site providers, weblog site designers, and academic researchers are also included at the end of the paper.

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