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IMDC 2011, NTU

「 網際遷移 」 以人口遷移理論探討社交網站的轉換. IMDC 2011, NTU. 指導教授 : 陳靜枝 博士 研究生 : 侯正裕. Agenda. Introduction Literature review Research hypothesis Methodology Conclusion. 2. Bloggers has fallen down (Pew Internet, 2010). SNSs have become more popular than blogs when people surf on Internet.

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IMDC 2011, NTU

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  1. 「網際遷移」 以人口遷移理論探討社交網站的轉換 IMDC 2011, NTU 指導教授: 陳靜枝 博士 研究生: 侯正裕

  2. Agenda • Introduction • Literature review • Research hypothesis • Methodology • Conclusion IMDC 2011, NTU 2

  3. Bloggershas fallen down (Pew Internet, 2010). SNSs have become more popular than blogs when people surf on Internet. Hundreds of SNSs with distinct features and target users groups are available. Classmates.com, Facebook, Plurk, Match.com, i-part.com.tw Introduction (Cont.) IMDC 2011, NTU 3

  4. Existing popular SNSs IMDC 2011, NTU

  5. The development of SNSs IMDC 2011, NTU 5

  6. 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). • The definition of SNS switching (Ye et al., 2006). • People switching between service providers is similar to migrants because they move between physically separated service providers (Bansal et al, 2005). IMDC 2011, NTU 6

  7. Literature Review • About SNSs’ Research • Service switching • Migration • PPM model IMDC 2011, NTU 7

  8. 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) IMDC 2011, NTU 8

  9. 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) 2010/0 IMDC 2011, NTU 9

  10. 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. • Migration = Switching • Switching leaving places • Switching service providers • Switching MMORPGs • Switching Blogs IMDC 2011, NTU 10

  11. 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) IMDC 2011, NTU 11

  12. Research Model

  13. Push factors form origin • Low SNS information quality (DeLone & McLean, 2003 ) • Low socializing (Bakor, 2009; Park et al., 2009; MIC, 2010) • Low enjoyment (Parket al. 2009; MIC, 2010) • Low SNS system quality (DeLone & McLean, 2003 ) • Low SNS service satisfaction (DeLone & McLean, 2003; Kim et al., 2006; Hou and Chern, 2007) IMDC 2011, NTU 13

  14. 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) IMDC 2011, NTU 14

  15. Mooring factors • Sunk cost (Zhang et al, 2008) • Group cohesion (Flanagan, 1978; Hsu and Lu, 2007; Barker, 2009) • Need for variety (Bansal et al.,2005) IMDC 2011, NTU 15

  16. Research Method • Data was collected via an empirical field survey with self-selected subjects. • ‘Snowball’sampling method is used in this data collection. • ‘Plurk’ users are our primary focus because it is the most popular SNSs in the world with a large subscriber base (www.plurk.com, 2010). IMDC 2011, NTU 16

  17. Respondents • This survey yielded 551 respondents. After removing those with unanswered items, we end up with 518 usable respondents. • 314 (57%) were male. • This sample are similar with the survey of MIC online entertainment user in Taiwan (MIC, 2010). • Common Method Bias (CMB) issue • Harman’s single factor test (Podsakoff et al., 2003). IMDC 2011, NTU 17

  18. Scale Reliability IMDC 2011, NTU

  19. Convergent Validity (p.45) IMDC 2011, NTU

  20. Discriminant Validity(p.48) IMDC 2011, NTU

  21. PLS results(p.52) IMDC 2011, NTU

  22. Empirical results show that PPM theory can be extended to explain cyberspace migration. Pull effects indicated to be the most influential determinant in SNS switching, followed by push, and mooring effects. This results is consistent with the bloggers switching intentions (Zhang et al. 2008). Conclusion IMDC 2011, NTU

  23. Pull effect is the strongest in determining SNS switching. All antecedents are significant to support pulling. This results is consistent with real world migration and customer switching between service providers (Lee, 1966; Jerome and Kelley 1965, Gallaway and Vedder, 1971, Bansal et al. 2005). Migration literature can offer insights in formulating pull effects, including “fashion”, ”reputation”, and “image” (Walmsley et al., 1998; Stimson and Minnery, 1998). Conclusion (Con.) IMDC 2011, NTU

  24. Push effect is the secondary force in triggering SNS switching. Socializing and entertainment are influential to pull effects, while others are not(satisfaction, perceived sufficient participants). SNS is a type of online entertainment, and its core value is to keep in touch with friends and fulfill the need of entertainment(echos to the Hou et al., 2009 online game switching). The decreasing number of participants doesn’t necessarily lead to the pushing. Conclusion (Con.) IMDC 2011, NTU

  25. Mooring effect is the weakest in influencing SNS switching. Group cohesion and need for variety influence mooring, while others are not(switching costs, prior switching experience). Sunk costs Currently most SNSs do not charge their users. We consider switching costs here as an intangible emotional loss. Little tangible monetary loss. The structural of SNS makes maintenance of personal space effortless for users. Conclusion (Con.) IMDC 2011, NTU

  26. Mooring effect is the weakest in influencing SNS switching. Group cohesion is positively influences mooring. Operators can strengthen customer retention though promoting communities (i.e. Octopus Paul, FIFA ; Lady Gaga). Operators also can cooperate with complementary firms to attract users. Need for variety is negatively influence mooring. Multi-brand strategy could be a option for SNS operator (Roos, 1999) More informed customers would have higher tendency to seek variety (Lattin and Mcalister, 1985). Mass media might very useful (Hou et al. 2010). Conclusion (Con.) IMDC 2011, NTU

  27. Conclusion (Con.) • Switching in the virtual world can be a cut-off like that in the real world (Liao, 1995). • Because the sense of time and spatial distance is compress or not clearly perceived in the cyberspace, the migration costs and efforts needed are less for user to move around. • Similarly, migration in the real world nowadays requires less costs and risk comparing to a few decades ago due to the advancement in communication and transportation in recent years (Liao, 1995). IMDC 2011, NTU

  28. Thank you for listening IMDC 2011, NTU 28

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