Multidisciplinary Social Networks Research

Instant messaging, like Skype, is facing a challenge from mobile instant messaging in recent year and some instant messaging might to close their service in the near future. Therefore, understanding user’s motives to switch to mobile instant messaging has great influence on operators’ business performance, as they could adopt appropriate strategies to retain the users. The study attempts to explore the switching factors and to examine the relationships between those and user’s intentions to switching to mobile instant messaging, based on the two-factor theoretical perspective. Structural equation modeling was applied to analyse data collected from 186 users by empirical survey. According to our finding, the study suggests that operators should satisfy users’ pursuit of freshness, and carefully examine whether their services could address users’ needs of sociality and entertainment.

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