Why Users Leave? Discussion about Users' Switching Behaviors in Social Network Sites

This study uses the switching pattern analysis to understand the switching behaviors of SNSs (social network sites) users. Users of major SNSs filled out an online questionnaire, which yielded 343 valid samples. The results show that both service quality and switching cost indirectly influence the switching intention of users through satisfaction and switching barrier, respectively. Convenience and peer pressure are the top reasons for switching SNS platforms, whereas mobile capabilities and real-time access are the top motivations for switching to mobile SNSs.

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