学术前沿讲座——Understanding Users’Switching Between Social Media: An Empirical Study of Blogger Migration to Microblogging

报告题目

Understanding Users’Switching Between Social Media: An Empirical Study of Blogger Migration to Microblogging

报告人（单位）

曹雄飞（合肥工业大学）

点评人（单位）

葛沪飞（东南大学）

点评人（单位）

张晓玲（东南大学）

时间地点

2018年5月3日（周四上午10：30）经管楼B201

报告内容摘要

Social media evolve quickly as new types of social media are released. Concurrent with the rapid growth of emerging social media, people often move from a previously popular technology to the latest application. Built upon the push–pull–mooring framework, this study explores the factors that affect user switching from incumbent social media to a newly emerging one. The influences of these factors on user switching intention are also examined. Low social presence is posited to form the push effect of incumbent social media, whereas larger referent network size and relative ease of use work together to shape the pull effect of newly emerging social media. Furthermore, adopting the status quo bias theory and habit literature as theoretical lense, affective commitment, switching costs, and habit are regarded as important sources of inertia. Inertia is presumed to play a key role in mooring effects because it negatively affects switching intention and attenuates the main effects of pull and push factors.An empirical study of 239 users who use blog and microblogging services concurrently provides general support for our hypotheses. Theoretical and practical implications of this study are discussed.

报告人简介

曹雄飞，合肥工业大学管理学院副教授。先后获得香港城市大学哲学博士和中国科学技术大学管理学博士学位，美国华盛顿大学访问学者。近年来一直从事社交媒体等领域的研究工作，论文发表在International Journal of Information Management、IEEE Transactions on Cybernetics、Information Technology & People等知名期刊，研究成果被国际同行广泛引用，累计他引超过200次。担任Electronic Market 客座编辑及Enterprise Information Systems编委。