EXAMINING THE ANTECEDENTS OF SOCIAL MEDIA USER MIGRATION
(주)코리아스칼라
- 최초 등록일
- 2023.07.03
- 최종 저작일
- 2023.07
- 5페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Peter Andersen, Fei L. Weisstein, Mohammadali Zolfagharian
목차
ABSTRACT
Introduction
Conceptual Background
User Satisfaction (Push Factors)
Alternative Attractiveness (Pull Factors)
Mooring Factors
Research Methods
Results
Discussion
영어 초록
This research presents a conceptual framework for a comprehensive understanding of the causes of user migration from social media networking sites. The results of our survey show that users’ intentions to switch social media platforms are influenced by user satisfaction, alternative attractiveness, peer influence, and perceived switching costs.
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