基于PPM模型的社交媒体用户转移行为研究

Research on Switching Behavior of Social Media Users Based on PPM

【目的/意义】社交媒体在得到广泛普及的同时,各类社交媒体之间的相互竞争也日趋激烈,因此防止用户转移,从而实现用户保持对于社交媒体平台来说至关重要。基于PPM(推-拉-锚)模型,研究了社交媒体用户的转移行为。【方法/过程】对收集的358份有效问卷采用结构方程模型进行分析。【结果/结论】研究结果发现,不满意度、社会影响、感知有用性和社会认同等因素正向影响用户的转移意向,而隐私顾虑负向影响转移意向。研究结果启示社交平台需要综合考虑推力、拉力、锚定三方面的因素来防止用户转移,从而实现用户保持,获取竞争优势。【创新/局限】论文的主要创新是基于PPM模型研究了影响社交媒体用户转移行为的显著因素,主要局限是影响用户转移行为的因素较多,未来的研究可考察其他可能因素如感知价值、社会资本等的作用。

【Purpose/significance】With the popularity of social media, the competition among various social media is increasingly intense. How to prevent users’ switching and retain them has become an important question for social media platforms. Based on PPM model, this paper studies the switching behavior of social media users.【Method/process】358 valid samples were collected and analyzed with the SEM software.【Result/conclusion】The results indicate that the factors such as dissatisfaction, social influence, perceived usefulness and social identification positively affect the switching intention of users, whereas privacy concern negatively affects switching intention. The results imply that social networking platforms need to consider the effect of push, pull and mooring factors in order to prevent users’ switching and retain them, thus achieving competitive advantage.【Innovation/limitation】The main contribution of this paper is that it examined the significant factors affecting social media users’ switching behaviour based on the PPM model. The main limitation is that there are many factors affecting user switching. Thus, future research can examine the possible effect of other factors such as perceived value and social capital.