Why we migrate in the virtual world: factors affecting switching intentions in SNS

ABSTRACT

The popularity of Social Networking Sites (SNS) continues to steadily increase, but their success depends on user turnover. Understanding the factors that impact user intentions to switch SNS services is therefore important. This study adapted the push–pull–mooring framework developed in migration literature to examine these factors. In particular, we proposed the concept of SNS fatigue as a push factor. Our survey of 180 Korean SNS users revealed that two SNS fatigue factors (SNS interaction overload and unwanted relationships) and two pull factors (alternative attraction and peer pressure) significantly influenced users’ switching intentions. However, we did not find the effect of the mooring factor (switching cost). These findings increase our understanding of SNS users’ migration behavior and carry important implications for both research and practice.

KEYWORDS:

• Social networking sites
• push–pull–mooring
• switching intention
• SNS fatigue

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Ha Sung Hwang, PhD, Temple University, is an associate professor in the Department of Media and Communication at Dongguk University, Seoul, Korea. She has an interest in understanding of social and psychological effects of social media in relation to adoption/ resistance behaviors and presence.

Jae Woong Shim, PhD, Indiana University, is a professor in the School of Communication and Media at Sookmyung Women's University, Seoul, Korea. His research interests include Internet psychology, youth media use, and media literacy.

Sung Bok Park, PhD, Temple University, is an associate professor in the Department of Journalism and Mass Media at Hanyang University, Ansan, Korea. His research interests include mediated interpersonal communication, self-identity & digitized representation in cyberspace, and social interactions in multi-modal communication systems/games.