社交媒体用户转移行为影响因素研究

Research on Influencing Factors of Social Media Users’ Transfer Behavior

[目的/意义]社交媒体平台之间的竞争造成用户流失,探究用户转移行为影响因素,为社交媒体平台运营商提升用户留存率提供建议。[方法/过程]基于推-拉-锚定理论框架,从环境、个体、技术、成本四个方面萃取社交媒体用户转移行为影响因素,通过网络问卷调查方式收集有效问卷374份,使用偏最小二乘结构方程模型方法(PLS-SEM)进行模型验证。[结果/结论]推力因素(不满意、疲劳和个人创新性)、锚定因素(转移成本和惯性)及拉力因素(相关网络规模、感知互补性和替代品吸引力)均对转移意向有显著影响,转移意向对转移行为有显著正向影响。

[Purpose/significance]The competition among social media platforms causes user loss. This paper explores influencing factors of user transfer behavior,and provides suggestions for social media platform operators to improve user retention rate. [Method/process] Based on push-pull-mooring theory framework,influencing factors of social media users’ transfer behavior are extracted from four aspects of environment,individual,technology and cost. 374 valid questionnaires are collected by online questionnaire survey,and partial least squares structural equation modeling(PLS-SEM) method is used to verify the model. [Result/conclusion] Thrust factors(dissatisfaction,fatigue and personal innovation),anchoring factors(transfer cost and inertia) and pull factors(related network size,perceived complementarity and alternative attractiveness) have significant effects on transfer intention,and transfer intention has a significant positive impact on transfer behavior.