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Understanding Users' Switching Between Social Media Platforms: A PPM Perspective

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  • Tao Zhou

    (School of Management, Hangzhou Dianzi University, China)

Abstract

Social media such as micro-blogs and social networking sites are popular among users. Due to the intense competition, it is crucial for social media platforms to attract users and retain them. The purpose of this paper is to draw on the push-pull-mooring (PPM) model to examine users' switching between social media platforms. The results indicated that identification, perceived usefulness, dissatisfaction, privacy concern, and social influence significantly affect switching intention. In addition, social influence has a positive moderation effect on switching intention. The results imply that social media platforms need to consider the effect of push, pull, and mooring factors in order to prevent users' switching behaviour.

Suggested Citation

  • Tao Zhou, 2021. "Understanding Users' Switching Between Social Media Platforms: A PPM Perspective," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 13(1), pages 54-67, January.
    • Handle: RePEc:igg:jisss0:v:13:y:2021:i:1:p:54-67
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    Cited by:

    1. Cheolho Yoon & Dongsup Lim, 2021. "Customers’ Intentions to Switch to Internet-Only Banks: Perspective of the Push-Pull-Mooring Model," Sustainability, MDPI, vol. 13(14), pages 1-20, July.

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