Paper Info
Title
Understanding Individuals' Switching of eService: An Empirical Study of Social Network Games Switching Intentions in China.
Abstract
Competitors in social network game (SNG) are constantly providing substitutes to attract SNG players, and SNG players switch among SNGs. In prior IS literature, little research has attempted to study the switching behavior of IS users. This paper aims at exploring users' switching behavior in the context of SNG. We applied the push-pull-mooring framework from the marketing field to examine the determinants of SNG players' switching intention. In addition, we investigate the moderating role of individuals' demographics, such as age and gender. We tested the proposed research model with 541 responses collected via an online survey among Chinese SNG players. The research results suggest that perceived enjoyment (push effect), descriptive norms and alternative attractiveness (pull effects), as well as adaptation cost (mooring effect), have significant effects on individuals' switching intention in SNGs. Meanwhile, demographics (such as age and gender) are moderating effects on relations among independent variables to switching intention in various degrees.
Year
DOI
Venue
2013
10.1007/978-3-642-39808-7_8
Lecture Notes in Business Information Processing
Keywords
Field
DocType
eService,social network game,switching intention,switching cost
Social network,Advertising,Computer science,China,Attractiveness,Demographics,Variables,Marketing,Empirical research,Competitor analysis
Conference
Volume
ISSN
Citations 
155
1865-1348
4
PageRank 
References 
Authors
0.38
14
3
Name
Order
Citations
PageRank
Xiaoyu Xu1212.69
Hongxiu Li257151.89
Jukka Heikkilä35713.59