Exploring the linkages between perceived information accessibility and microblog stickiness: The moderating role of a sense of community.

In the context of the exponential increase of information in society, this study examines the relationship between perceived information accessibility and microblog stickiness. The results indicate an inverted U-shaped relationship between perceived information accessibility and stickiness. To determine how to avoid the information overload that can compromise the stickiness of the microblog site, this study examines the moderating effects of sense of community. The inverted U-shaped relationship becomes linear as levels of sense of community increase. The results suggest microblog service providers can increase the sense of community in order to reduce the negative impact of information overload on stickiness.