User-switching behavior in social network sites: A model perspective with drill-down analyses

Social network sites (SNSs) are considered the most representative and influential Web 2.0 applications. Users frequently switch between SNSs and user devices because of the intense SNS market competition and the increasing mobile-device user base. However, the switching behavior of SNS users is yet to be explored to gain new knowledge and practical suggestions. This study uses a higher level research model and lower level switching pattern drill-down analysis to understand the actual switching behavior of SNS users. Users of major SNSs filled out an online questionnaire, which yielded 343 valid samples. The partial least square (PLS) results of the proposed research model show that both service quality and switching cost indirectly influence the switching intention of users through the satisfaction and switching barriers, respectively. Convenience and peer pressure are the top reasons for switching SNS platforms, whereas mobile capabilities and real-time access are the top motivations for switching to mobile SNSs. Six managerial implications are derived from the research model and the switching pattern analysis. Two research limitations are also provided with the conclusions.