用户在不同种类社交媒介之间转移的影响因素和机制研究

Social media have acquired unprecedented development and success over the past few years. Concurrent with the rapid growth of emerging technologies, people have tended to leave a previously popular technology and switch to new technology platforms. Investigating users’ switching among different kinds of social media is important because it is closely related to the survival of technologies. Based on the push–pull–mooring (PPM) framework, this study adopts a mixed research methodology with qualitative interview and quantitative survey to investigate social media users' switching behavior and mechanism. The major research contents include:（1）identify the unique factors affecting users’ switching among different kinds of social media;（2）elaborate the mechanism of users' switching. The results of the study will deepen our understanding of the users' switching phenomenon, enrich the theoretical system of IT switching, and provide decision support for social media providers' effective operation.

社交媒介在近年获得了空前的发展和成功。伴随着新型技术的涌现，人们往往会离开以往曾经流行的技术，转移到新的技术平台。研究用户在不同种类社交媒介之间的转移非常重要，因为这与技术的兴衰紧密相连。基于推—拉—锚定框架，本项目将采用定性访谈和定量调查相结合的研究方法，对社交媒介用户的转移行为和机制展开研究。主要研究内容包括：（1）揭示用户在不同种类社交媒介之间转移的特定影响因素；（2）阐述社交媒介用户的转移机制。本项目的研究成果将深化对社交媒介用户转移现象的认识，丰富信息技术转移的理论体系，为社交媒介运营商的有效运营提供决策支持。

基于推—拉—锚定框架，本项目对社交媒介用户的转移行为和机制展开研究。主要研究内容包括：（1）揭示用户在不同种类社交媒介之间转移的特定影响因素；（2）阐述社交媒介用户的转移机制。本项目的研究成果将深化对社交媒介用户转移现象的认识，丰富信息技术转移的理论体系，为社交媒介运营商的有效运营提供决策支持。我们的研究表明低社会存在感会将现有的社交媒体用户赶走，而相对易用性则会将他们吸引到新兴的社交媒体上。然而，相关网络规模的大小对用户交换意图没有显著影响。情感承诺、转换成本和习惯是惯性的重要来源。此外，惯性对用户转换意愿有负面影响；惯性是现有习惯影响转换决策的关键机制。与我们的预期相反，惯性只是部分中介了情感承诺和转换成本对转换意图的影响。