The Model of Switching Behavior on Social Networking Sites: An Exploratory Research

網路使用者對社群網站的依賴日漸加深，同時，使用者卻在不同社群服務供應商之間不斷轉換，綜觀過去研究，多著眼於服務供應商與使用者的關係，有鑑於此，本研究欲探討影響社群網站消長的主要因素，進而修正既有轉換行為模式，發展社群網站轉換行為模式。本研究收集667份有效問卷，以鎖定效應(包括轉換態度、主觀規範、轉換成本、過去轉換行為、多方尋找傾向)、品質、易用度、個人化、網站形象、滿意度、涉入度、使用頻率、互動頻率為自變項，轉換意圖為中介變項，轉換行為為應變項，研究結果發現鎖定效應能有效預測社群網站轉換意圖與轉換行為，轉換意圖正向影響轉換行為，進一步發現個人化、網站形象、涉入度、網站使用頻率會直接影響轉換行為，並根據社群網站的特性，將轉換成本重新分類，以供未來社群相關研究參考。This research was done to study the switching behaviors of social networking sites users. Data was obtained via an empirical survey of 667 social networking sites users. The findings of this study indicate that mooring effects(including attitudes toward switching, subjective norms, switching costs, and variety-seeking tendencies) appears to have a stronger influence both on user’s switching intentions and switching behaviors, and a positive relationship between switching intentions and switching behaviors. Furthermore, the personalization, website image, involvement and frequency of use have direct influence on switching behaviors. According to the characteristics of social networking sites, this study classifies the categories of switching costs for further research