• Journal of Internet Computing and Services
    ISSN 2287 - 1136 (Online) / ISSN 1598 - 0170 (Print)
    https://jics.or.kr/
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A Comparative Study on the Factors Affecting SNS Switching Intention among College Students in South Korea and China


ShaSha Gong, HaiYan Jin, HaSung Hwang, Journal of Internet Computing and Services, Vol. 18, No. 5, pp. 95-102, Oct. 2017
10.7472/jksii.2017.18.5.95, Full Text:
Keywords: SNS, switching intention, migration theory

Abstract

With the development and popularization of Internet, the competition of SNS market is now getting fiercer and fiercer. SNS service providers need to keep updating their service to sustain their customers’ continuance use. However, due to the homogenization of functions and services from different applications provided by different developers, there comes a new phenomenon that users shift from one SNS to another SNS. In line with this, the current study aims to explore factors affecting switching intention among SNS users by applying migration theory which explains people’s migration behavior from one place to another. Findings from surveys of Korean and Chinese college students suggest that there was a difference of factors influencing switching intention among the two countries. For Korean college students, alternative attraction was the strongest factor leading to SNS switching intention. On the other hand, peer pressure was the strongest factor leading to SNS switching intention among Chinese college students


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Cite this article
[APA Style]
Gong, S., Jin, H., & Hwang, H. (2017). A Comparative Study on the Factors Affecting SNS Switching Intention among College Students in South Korea and China. Journal of Internet Computing and Services, 18(5), 95-102. DOI: 10.7472/jksii.2017.18.5.95.

[IEEE Style]
S. Gong, H. Jin, H. Hwang, "A Comparative Study on the Factors Affecting SNS Switching Intention among College Students in South Korea and China," Journal of Internet Computing and Services, vol. 18, no. 5, pp. 95-102, 2017. DOI: 10.7472/jksii.2017.18.5.95.

[ACM Style]
ShaSha Gong, HaiYan Jin, and HaSung Hwang. 2017. A Comparative Study on the Factors Affecting SNS Switching Intention among College Students in South Korea and China. Journal of Internet Computing and Services, 18, 5, (2017), 95-102. DOI: 10.7472/jksii.2017.18.5.95.