Why we migrate in the virtual world: factors affecting switching intentions in SNS

Ha Sung Hwang · Jae Woong Shim · Sung Bok Park

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Media and Digital Communication

Abstract

The popularity of Social Networking Sites (SNS) continues to steadily increase, but their success depends on user turnover. Understanding the factors that impact user intentions to switch SNS services is therefore important. This study adapted the push–pull–mooring framework developed in migration literature to examine these factors. In particular, we proposed the concept of SNS fatigue as a push factor. Our survey of 180 Korean SNS users revealed that two SNS fatigue factors (SNS interaction overload and unwanted relationships) and two pull factors (alternative attraction and peer pressure) significantly influenced users’ switching intentions. However, we did not find the effect of the mooring factor (switching cost). These findings increase our understanding of SNS users’ migration behavior and carry important implications for both research and practice.

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References

2001Index Construction with Formative Indicators: An Alternative to Scale Development 2004Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model 2005Information revelation and privacy in online social networks 2006Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook 2000Switching barriers and repurchase intentions in services 2004Public Displays of Connection 2005Privacy and rationality in individual decision making 2004"Migrating" to New Service Providers: Toward a Unifying Framework of Consumers' Switching Behaviors

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2024How information and communication overload affect consumers’ platform switching behavior in social commerce 2022The Social Media Break-Up: Psycho-Behavioral Measures and Implications 2021Alleviating the impact of SNS fatigue on user discontinuance 2020Switching Intentions Among Millennial Banking Customers to Fintech Lending 2019Constructing a hybrid hierarchical value map to understand young people’s perceptions of social networking sites

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