Understanding the Influences of Trend and Fatigue in Individuals' SNS Switching Intention

Integrating research work and latest insights from the popular press on users' SNS switching, this study considers the role of trend and fatigue in why people switch from a SNS. Specifically, we employ a PPM framework as a theoretical foundation, and enrich it with constructs derived from juxtaposing recent practitioner insights and relevant literature, i.e., Users' trend-seeking tendency, and SNS fatigue (activity overload and social monitoring concern). Through a survey of 305 SNS users, we find that factors previously derived based on PPM - dissatisfaction, alternatives attractiveness, peer influence, and switching cost -- indeed significantly influence users' switching intention. Furthermore, trend-seeking tendency, though not having a direct impact on switching intention, influences individuals' perceived alternative attractiveness. Similarly, social monitoring concern indirectly affects switching intention through alternative attractiveness, while also emanates its effect by raising user dissatisfaction. Lastly, SNS activity overload has both direct and indirect effects via alternative attractiveness and dissatisfaction.

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