The purpose of this study is to investigate the relationship between micro-blog's characteristics, user satisfaction, and e-loyalty and provide an integrative understanding of micro-blogs in China, as well as to examine the moderating role of gender. The results showed that interactivity and information quality positively influence user satisfaction but design does not, and user satisfaction positively influences e-loyalty. The moderating effects of gender between design, interactivity,

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... ion quality and user satisfaction and e-loyalty are not significant at the level of 0.05. However, the path coefficient values of female are more or less bigger than those of male in the moderating role of gender. Thus, managers should focus on interactivity and information quality to enhance user satisfaction and e-loyalty in the perspective of gender.