Understanding users’ switching intentions and switching behavior on social networking sites
| DOI | https://doi.org/10.1108/AJIM-08-2016-0127 |
| Pages | 201-214 |
| Date | 20 March 2017 |
| Published date | 20 March 2017 |
| Author | Chun-Nan Lin,Hsiu-Yu Wang |
| Subject Matter | Library & information science,Information behaviour & retrieval,Information & knowledge management,Information management & governance,Information management |
Understanding users’switching
intentions and switching behavior
on social networking sites
Chun-Nan Lin
Department of Distribution Management, Shu-Te University,
Kaohsiung, Taiwan, and
Hsiu-Yu Wang
Department of Information Management, National Chung Cheng University,
Chia-Yi, Taiwan
Abstract
Purpose –The purpose of this paper is to explore the relationship between social networking sites (SNSs)
users’switching intentions and switching behavior. With regard to the former, the authors focus on three
factors (perceived value, trust, and perceived risk), and investigate whether and to what extent habit
moderates the relationship between SNS-switching intention and actual switching behavior.
Design/methodology/approach –Data collection for this study was carried out using an anonymous
survey. The questionnaire was devised based on the literature review. It consisted of a total of 34 items, all of
which used the seven-point Likert scale, and was divided into nine sections. Data collection lasted for
approximately three months from March to May 2015. Data analysis used SPSS and SmartPLS statistical
software packages. First, the descriptive statistics were computed. Next, reliability as a measure of internal
consistency was calculated. Then, the relations between all factors were explored.
Findings –Before they switch, users usually evaluate the perceived values and risks of the SNSs they might
join, as well as establish the degrees of trust with respect to those networks. Hence, this study is potentially
useful to SNS providers planning their business strategies, and/or seeking to optimize their services based on
a detailed understanding of the concerns of users and potential users.
Originality/value –This study is of considerable importance to the future development of research on
switching intention behavior theory and practice, adding to the body of work on specific frameworks that
explain the SNS-switching intention and behavior. The main theoretical implicationis that the epistemic value
component of the perceived value may not significantly affect switching intentions, at least in the SNS
context. In addition, the results regarding the moderating effects of habits are a useful confirmation, in the
SNS context, of the findings of a small but important body of prior studies.
Keywords Perceived risk, Trust, Social networking sites, Perceived value, Habit, Switching intention
Paper type Research paper
1. Introduction
In recent years, the increasing integration of computers and networks into society has
profoundly affected our lives. As part of this trend, people spend more time on the internet
and its associated services, including Web 2.0, blogs, and so on. Among these services,
social networking sites (SNSs) can be classified as information media.
SNSs allow individuals to present themselves, build their social networks, and establish
and maintain their social connections with others (Aharony, 2016; Limayem et al., 2007;
Wu et al., 2014). In Taiwan, the use of SNSs –especially Facebook –has become the main
action for the internet users; accordingly, a number of scholars have explored people’s
intention to use, or actual use of, SNSs (Alarcón-del-Amo et al.,2014;Changet al., 2015;
Cheung et al., 2011; Hsu et al., 2014; Matook et al., 2015; Wu et al., 2014). However, few
studies have investigated how and why users stop using one SNS and begin using another. Aslib Journal of Information
Management
Vol. 69 No. 2, 2017
pp. 201-214
© Emerald PublishingLimited
2050-3806
DOI 10.1108/AJIM-08-2016-0127
Received 15 August 2016
Revised 17 January 2017
Accepted 21 March 2017
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2050-3806.htm
The authors would like to thank the financial support from Ministry of Science and Technology of
Taiwan on Grant Number MOST 105-2221-E-366-006.
201
Switching
behavior on
SNSs
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