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Why are Users Switching Among Different Types of Social Media?

Authors:
Xiongfei Cao

Keywords: IT switching; SQB theory; inertia; push–pull– mooring framework

Abstract:
This paper aims to address what unique factors entice bloggers to switch to microblogging, and how they impact bloggers’ switching intention. Using the PPM framework as a general guideline, low social presence is posited to form blog’s push effects, while network size,and relative ease of use are posited to shape microblogging’s pull effects. Furthermore, by integrating status quo bias (SQB) theory and the dedicationconstraint dual model, this paper assumes that affective commitment, switching costs, and habit are important sources of inertia. Inertia is presumed to play a key role in mooring effects: it not only negatively influences switching intention, but it also attenuates the pull and push factors’ main effects. An empirical study of users who use blog and microblogging services concurrently provides general support for our hypotheses. Theoretical contributions of this paper are discussed

Pages: 1 to 2

Copyright: Copyright (c) IARIA, 2016

Publication date: November 13, 2016

Published in: conference

ISSN: 2308-4529

ISBN: 978-1-61208-513-5

Location: Barcelona, Spain

Dates: from November 13, 2016 to November 17, 2016