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NTU IM Ph.D. Proposal

‘Migrating’ to a new virtual world: Exploring Social Network Site Switching though Human Migration Theory. NTU IM Ph.D. Proposal. 指導教授 : 陳靜枝 博士 陳鴻基 博士 　研究生 : 侯正裕. Agenda. Introduction Literature review Research hypothesis Methodology Expect finding. Introduction.

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NTU IM Ph.D. Proposal

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  1. ‘Migrating’ to a new virtual world: Exploring Social Network Site Switching though Human Migration Theory NTU IM Ph.D. Proposal 指導教授: 陳靜枝 博士 陳鴻基 博士 　研究生: 侯正裕

  2. Agenda • Introduction • Literature review • Research hypothesis • Methodology • Expect finding Avus Ph.D. Proposal

  3. Introduction • The Internet stream runs from Web 1.0 ,Web 2.0, to Web3.0. • The characteristic of Web2.0 • Dynamic, interaction, sharing • Wikipedia, Youtube, Blogs, Social network sites (SNSs) Avus Ph.D. Proposal

  4. Introduction (Cont.) Blogsusers has fallen down (Pew Internet, 2010). SNSs have become more popular than blogs when people surf on Internet. Hundreds of SNSs with different features and target users groups are available. Classmates.com, Facebook, Plurk, Match.com, i-part.com.tw 2010/04/23 Avus Ph.D. Proposal 4

  5. Avus Ph.D. Proposal

  6. Introduction (Cont.) The definition of SNS A web-based service that where a participant can create and share a personal profile, seek and build relationships with others, and connect to others via personal network (boyd and Ellison, 2007). 6 2010/04/23 Avus Ph.D. Proposal

  7. Existing SNS 1/5 Facebook Source：http://www.facebook.com/ 7 2010/04/23 Avus Ph.D. Proposal

  8. Existing SNS 2/5 噗浪 Plurk Source：http://www.plurk.com/ 2010/04/23 Avus Ph.D. Proposal 8

  9. Existing SNS 3/5 hi5 Source：http://hi5.com/ 2010/04/23 Avus Ph.D. Proposal 9

  10. Existing SNS 4/5 Myspace 2010/04/23 Avus Ph.D. Proposal 10

  11. Existing SNS 5/5 嚕咪City 圖片來源：http://www.roomi.com.tw/web/index.php 2010/04/23 Avus Ph.D. Proposal 11

  12. The development of SNSs 2010/04/23 Avus Ph.D. Proposal 12

  13. Introduction (Cont.) • Users’turnoverisoneofthekeyfactorstoSNS success. • Myspace CEO Natta quit (http://www.ithome.com.tw/itadm/article.php?c=59591). • AOL would like to sell out Bebo (http://www.ithome.com.tw/itadm/article.php?c=60477). • People switching between service providers is similar to migrants because they move between physically separated service providers (Bansal et al, 2005). Avus Ph.D. Proposal

  14. Literature Review • Migration • PPM model • Research about SNSs • Service switching Avus Ph.D. Proposal

  15. Migration • “The movement of a person between two places for a certain period of time” (Boyle et al. 1998). • Temporary and permanent migration. • Voluntary migrants and refugees. Avus Ph.D. Proposal

  16. Push-Pull-Mooring Model (PPM) • PPM model is the dominant paradigm in migration literature. (Bansal et al., 2005) • A theory of Migration (Lee, 1966) • Negative factors in original place. • Positive factors draw people to destination. • Personal factors and intervening variables. • The term of “Mooring” was introduced by Longino (1992) • PPM model (Moon 1995) Avus Ph.D. Proposal

  17. PPM Model framework MOORING intervening PUSH Migration PULL affecting Avus Ph.D. Proposal

  18. Research about service switching • Service switching behaviors (Keaveney, 1995) • Service provider switching (Bansal et al., 2005) • Intention to switch Email service (Kim et al., 2006) • Intention to switch Blogs (Zhang et al., 2008) Avus Ph.D. Proposal

  19. Relevant Research about SNS • SNS service usage (Barker, 2009; Pelling and White, 2009; Park, 2009; Ross et al, 2009; Shin and Kim, 2007 Zhao, 2010) • To pay for SNS service (Lu and Hsiao, 2010) Avus Ph.D. Proposal

  20. SO H1a EN Push H1b SA H1c H1 H1d PSP SC H3a Mooring SI H3b H3 SR H3c NV H3d PSE H2 AA Pull H2a PI H2b Avus Ph.D. Proposal

  21. Push factors form origin • Low socializing (Bakor, 2009; Park et al., 2009) • Low enjoyment (Parket al. 2009; MIC, 2010) • Low customer satisfaction (Kim, 2006; Hou and Chern, 2007) • Perceived insufficient participants (Hsu and Lu, 2004) Avus Ph.D. Proposal

  22. Pull factors draw by destination • Alternative Attractiveness (Kim et al., 2006; Bansal et al., 2005; Zhang et al., 2008) • Peer Influence (Zhang et al, 2008) Avus Ph.D. Proposal

  23. Peer Influence Peer Influence Avus Ph.D. Proposal

  24. Peer Influence Avus Ph.D. Proposal

  25. Mooring factors • Switching costs (Klemperer, 1987; Kim et al, 2006; Zhang et al, 2008) • Social influence (Flanagan, 1978; Hsu and Lu, 2007; Barker, 2009) • Variety seeking (Bansal et al.,2005) • Prior switching experience (Kuznets and Thomas, 1984; Ganesh et al, 2000) Avus Ph.D. Proposal

  26. SO H1a EN Push H1b SA H1c H1 H1d PSP SC H3a Mooring SI H3b H3 SR H3c NV H3d PSE H2 AA Pull H2a PI H2b Avus Ph.D. Proposal

  27. Methodology • Data will collect via an empirical field survey with self-selected subjects. • “Snowball” sampling method will be used in this data collection. Avus Ph.D. Proposal

  28. Expect Findings • To approve that PPM model could be applied as a theoretical and unify research framework for intention to switch SNS service. • To validity the antecedents that we proposed in this research model. Avus Ph.D. Proposal

  29. Thank you for listening Avus Ph.D. Proposal

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