Earticle

초록

영어

Switching behavior refer to that users often move from one IT product to another. There are complex motivations and reasons to be explained behind the behavior. Understanding the factors that influence users’ switching behavior is important for SNS providers to consolidate existing user base and attract more users. In view of this, this study introduced the migration theory based on human migration studies from the perspective of social network services, and tried to find out the characteristics of SNSs switching. Based on the PPM framework, we had constructed a conceptual model in which we served social network fatigue as the push driver, three types of network externalities as pull drivers, and inertia as the mooring driver, and put forward relevant assumptions. After the reliability and validity test of the questionnaire, the model and related assumptions were tested using SmartPLS 2.0. We found that push effect of social network fatigue has positive impact on switching intention and is influenced by perceived overloads, pull effects of network size positively influenced switching intention as well. However, the positive associations of social network fatigue and network size with switching intention were alleviated by the mooring effect of inertia. And affective commitment and switching costs significantly promoted the inertia. Finally, the switching intention exerted positive impact on actual switching behavior. Our finding helps to further understand SNS users’ switching behavior, provides reference value for information processing and management of SNSs, and deepen theoretically the switching behaviors of conceptual model in the virtual community users.

목차

Abstract
1. Introduction
2. Background literature
2.1 IT switching and SNS switching
2.2 The push-pull-mooring framework
2.3 Social network fatigue
2.4 Theory of network externalities
2.5 Status quo bias theory and inertia
3. Research model and hypotheses
3.1 Element of push effects
3.2 Element of pull effects
3.3 Element of mooring effects
4. Research design and methodology
4.1 Measurement development
4.2 Survey procedure
5. Data analysis and results
5.1 Measurement model development
5.2 Test of structural model
5.3 Hypothesis testing
6. Discussions and implications
6.1 Push effects
6.2 Pull effects
6.3 Mooring effects
6.4 Theoretical implications
6.5 Managerial implications
7. Study limitations and further research
8. Appendix: The survey instrument
References

키워드

저자

• Yu Ding [ School of Economic Information Engineering, Southwestern University of Finance and Economics, Chengdu, China ]
• Tao Wang [ School of Economic Information Engineering, Southwestern University of Finance and Economics, Chengdu, China ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  IJICTDC [International Journal of Information Communication Technology and Digital Convergence]

• 간기

  반년간

• pISSN

  2466-0094

• 수록기간

  2016~2026

• 십진분류

  KDC 300 DDC 303