| With the rapid development of mobile Internet and social media,Internet applications or services become more rich and diverse,but also inevitably confronted with the fierce market competition.Microblogging and WeChat as the representative social media products,there is commonality and competition between them,in the view of social property and media property.CNNIC recently released report shows that the number of users and user activity of microblogging decreased year by year.On the contrast,WeChat has an increasing trend.The report shows that the trend of microblogging users switch to WeChat is obvious.Information system researchers have long been interested in the adoption stage user behavior and IS user continuance.In addition to continuous usage,switching behavior is a critical topic in the post-adoption domain.But the literature on information technology switching is limited.Based on the Push-Pull-Mooring switching theory(PPM),this study establish a theoretical model to find the factors influencing microblogging users migrate to WeChat.The model consists of three parts,push factors,pull factors and mooring factors.This study does an empirical research to questionnaire survey the users who have simultaneously used microblogging and WeChat,and collected primary sources by questionnaire investigation method,and a total of 240 valid samples were screened out.SPSS and AMOS are used for data analysis.The results validate the theoretical model,and we get the following conclusions:microblogging users’ emotional dissatisfaction,informational dissatisfaction and social dissatisfaction,and the relative usefulness of WeChat,network externality have positive effect on migration intentions of users;The switching costs and emotional commitment have negative effect on migration intentions of users.This study enriches the research of information systems user migration behavior,and propose some administrative recommendations for the development of social media. |
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