基于PPM理论的社交媒体平台间的用户转移行为研究

社交媒体平台可以从“推-拉-系泊”方面进行有效管理,以满足用户需求,促进平台发展。基于前人的研究提炼相关变量,基于PPM（push-pull-mooring）理论框架,采用结构方程模型,使用227个有效样本对模型进行验证。研究显示,系统质量缺陷、信息质量缺陷和感知隐私风险等显著影响用户的负面性感知价值,对用户的转移意愿产生推动作用,替代品吸引力作为拉力因素显著影响转移意愿,转移成本作为系泊因素对习惯无显著影响,技术自我效能和社会影响作为系泊因素显著影响用户习惯,从而显著影响用户转移意愿,且转移意愿显著影响其转移行为。

Investigating on User Switching Behavior between Social Media Based on PPM Theory

put forward operational Suggestions for social media platforms, which can be managed effectively from the aspect of "push, pull and mooring" to meet user needs and promote platform development. based on previous studies, relevant variables were extracted, and structural equation model was used for analysis based on the PPM (push-pull-mooring) theoretical framework. 227 valid samples were used to validate the model. research shows that system quality defects,information quality defects and perceived privacy risks significantly affect users'' negative perceived value , to the users'' willingness to transfer,alternative attractiveness as pull factors significantly influence transfer, transfer cost as mooring factors had no significant effect on habit, self-efficacy and social factors as mooring significantly influence the user habit, which significantly affect the user transfer will, will significantly affect the transfer and transfer.