Factors Affecting User’s Switching Intention from Social Network Sites to Micro-Blogs  

Oleh:

Fan, Liu ; Wang, Bingcheng ; Sun, Hao

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-10.
Topik: Social networking sites; Microblogs; Pull-Push-Mooring Framework; Switching intention
Fulltext: QP2-4.8-P0408.pdf (364.06KB)

Isi artikel

Ever since the development of Web 2.0 concepts, social networking service (SNS) is prevailing and evolving to take the leading place in Chinese digital life. As competing SNS choices emerge in the marketplace, an inevitable result is user switching from one SNS to another. The aim of this study is to explain the reasons why users switch from the incumbent SNS to a substitute one. This study frames the described phenomenon by adapting the push-pull-mooring framework (PPM) developed in sociology to enhance the understanding of users’ information system switching behavior. The model proposes dissatisfaction with SNSs, attractiveness of alternatives and switching cost accordingly as push, pull and mooring factors influencing users’ switching intention. The causal relations between the antecedents and switching intention are studied using structural equation modeling (SEM) and seven research hypotheses derived from the model are validated using a field survey of SNS users in China. The results indicate that users’ switching intention is determined by their dissatisfaction with the system quality and the availability of attractiveness of a SNS. Based on the findings, the model developed produces useful insights into the factors that influence user switching intention and provides ideas in retaining existing users and attracting new users

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