遷移到虛擬新世界：以人口遷徙理論探討社交網站的轉換

Abstract

參與社交網站成為人們在網路上最熱衷的活動之一。儘管使用者巨幅的成長，但有些社交網站卻面臨財務危機及關閉的命運。因此了解使用者為何原因轉換社交網站，藉以吸引及保留客戶，是所有社交網站經營業者的重要議題，也對其經營績效有極大影響。人口地理學者提出「推-拉-繫住力理論」來解釋人口的遷徙，主要受不滿意現居地的推力、新住地吸引的拉力、及個人的繫住因素三者交互作用的結果。本研究延伸該理論來解釋使用者在社交網站此一虛擬國度的轉換行為。經問卷調查蒐集218位使用者樣本資料，以結構方程模式(SEM)來檢測假說。研究結果顯示拉力對社交網站轉換有最大的影響，其次是拉力及繫住力。本研究因此建議業者應當滿足使用者對網路娛樂服務中新鮮感的追求，注意社交網站的最基本功能是否帶給顧客促成社交及娛樂感受，強化線上社群的經營，藉以擬出有效的經營策略。

Participating social network site (SNS) has become a popular leisure-time activity on the Internet among a population. Despite the popularity of SNS growing rapidly in recent years, very little is known about the users’ switch of these SNSs. Due to users’ turnover affects the success of an SNS, it is therefore needed to understand which antecedents affect users’ intention to switching SNS service. The current study enlists the Push-Pull-Mooring Model, which analyzes migratory behavior based on Demographic Migration Theory, to study the SNS switching intentions of online users. Data will be obtained via an empirical survey and then analyzed using the Partial Least Squares (PLS) technique. Empirical results show that PPM theory can be extended to explain people’s switching behaviors in cyberspace but with some modifications. Pull effects demonstrated to be the most influential determinant in triggering switching behaviors, followed by push, and mooring being the least important. The research findings can enhance the knowledge regarding SNS service and provide the possible avenues for SNS operator to understand their customer better.