Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat
ISSN: 0737-8831
Article publication date: 26 July 2021
Issue publication date: 11 July 2023
Abstract
Purpose
This research takes the transfer behavior of users from Tencent QQ to WeChat as an example to discuss the wider transfer behavior of social media users on the Internet.
Design/methodology/approach
This paper collects data through a combination of offline interviews and online questionnaire surveys, and utilizes data analysis tools to construct structural equation modeling (SEM). Using Statistical Product and Service Solutions (SPSS) Statistics 22.0 and Analysis of Moment Structures (AMOS) 22.0 software with SEM, this study was carried out to provide reasonable statistical support for relevant proposed hypotheses based on 368 effective samples acquired through the questionnaire.
Findings
The findings of this study show that subjective norm, transfer experience, social communication, and knowledge acquisition all have significant associations with transfer intention and switching behavior. To be specific, transfer intention exerts a positive association on switching behavior; function setting, privacy protection and personal innovation have a favorable association with transfer intention; transfer cost has a significantly negative relationship with transfer intention and switching behavior; function setting has no important relationship on switching behavior.
Originality/value
The research results provide a reference for improving the viscosity and loyalty of social media users in the new era and resolving the problem of user churn.
Keywords
Acknowledgements
This research is supported by the Ph.D. Program of Chongqing Social Science Planning (2019BS035) and the Scientific Research Foundation of Chongqing University of Technology. Chongqing University of Technology Postgraduate Innovation Project “Research on the Evolutionary Game of the Participants of Digital Music Copyright License” (clgycx20203178).
Citation
Yin, C., Zhou, Y., He, P. and Tu, M. (2023), "Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat", Library Hi Tech, Vol. 41 No. 3, pp. 771-787. https://doi.org/10.1108/LHT-09-2020-0234
Publisher
:Emerald Publishing Limited
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