Post-adoption switching behavior for online service substitutes: A perspective of the push-pull-mooring framework

摘要

The post-adoption behaviors of online service users are critical performance factors for online service providers. To fill an academic gap that persists regarding bloggers' switching behavior across online service substitutes, this empirical study investigates which factors affect bloggers who switch social network sites, in an attempt to understand specifically how push, pull, and mooring factors shape their switching intentions. The data to test the hypotheses come from an online survey of 319 bloggers, analyzed using partial least squares techniques. The results confirm positive influences of push and pull effects, a negative influence of mooring effects, and an interactive effect of push and mooring on switching intentions. The push-pull-mooring framework thus is a useful tool for comprehending the competing forces that influence the use of online service substitutes. In particular, perceptions of weak connections and writing anxiety push bloggers away, whereas relative enjoyment and usefulness pull bloggers to social network sites; switching cost and past experience also inhibit a change. These findings offer key insights and implications for the competitive strategy choices of online service providers.