摘要
► This combined AHP and PLS path model contributes to the literature. ► Provides an aggregate, comprehensive, and scientific framework for bloggers’ behaviour and blog site evaluation. ► The result implies that need of bloggers is hierarchical in different use stages.
Blogs have turned into a key part of the world’s online culture these years. Many world-famous websites are providing blog services in an attempt to make their own blog service at least comparable to others at minimum. The main purpose of the paper is to answer the questions, “What determinants matter when bloggers choose staying a particular blog site?” Are there the determinants existing any relationship among them? This study proposes a combined Analytic Hierarchy Process (AHP) and Partial Least Squares (PLSs) path analysis to advance our understanding of the processes involved in blog site evaluation from the perspectives of student-bloggers in Taiwan, during 2009/09∼2010/03. The results provide insight for those who are concerned with this topic.