NTU IM Ph.D. Proposal

指導教授 : 陳靜枝 博士 陳鴻基 博士

　研究生 : 侯正裕

‘Migrating’ to a new virtual world:Exploring Social Network Site Switching

though Human Migration Theory

Agenda

• Introduction

• Literature review

• Research hypothesis

• Methodology

• Expect finding

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Introduction

• The Internet stream runs from Web 1.0 ,Web 2.0, to Web3.0.

• The characteristic of Web2.0– Dynamic, interaction, sharing

• Wikipedia, Youtube, Blogs, Social network sites (SNSs)

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Introduction (Cont.)

• Blogs users has fallen down (Pew Internet, 2010).

• SNSs have become more popular than blogs when people surf on Internet.

• Hundreds of SNSs with different features and target users groups are available.– Classmates.com, Facebook, Plurk,

Match.com, i-part.com.tw

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Introduction (Cont.)

• The definition of SNS – A web-based service that where a participant

can create and share a personal profile, seek and build relationships with others, and connect to others via personal network (boyd and Ellison, 2007).

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Existing SNS 1/5

Facebook

Source ： http://www.facebook.com/2010/04/23

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Existing SNS 2/5

噗浪 Plurk

Source ： http://www.plurk.com/2010/04/23 8Avus Ph.D. Proposal

Existing SNS 3/5

hi5

Source ： http://hi5.com/

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Existing SNS 4/5

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Myspace

Existing SNS 5/5

嚕咪 City

圖片來源： http://www.roomi.com.tw/web/index.php2010/04/23 11Avus Ph.D. Proposal

The development of SNSsyears Site Name

1997 SixDegrees.com

2002 Friendster

2003MySpace 、 Linkedin 、 Hi5

2004Facebook 、 Windows Live Spaces

2005 Bebo

2006 Twitter

2007 Roomi

2008 Plurk

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Introduction (Cont.)

• Users’ turnover is one of the key factors to SNS success.– Myspace CEO Natta quit

(http://www.ithome.com.tw/itadm/article.php?c=59591).

– AOL would like to sell out Bebo (http://www.ithome.com.tw/itadm/article.php?c=60477).

• People switching between service providers is similar to migrants because they move between physically separated service providers (Bansal et al, 2005).

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Literature Review

• Migration

• PPM model

• Research about SNSs

• Service switching

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Migration

• “The movement of a person between two places for a certain period of time” (Boyle et al. 1998).

• Temporary and permanent migration.

• Voluntary migrants and refugees.

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Push-Pull-Mooring Model (PPM)

• PPM model is the dominant paradigm in migration literature. (Bansal et al., 2005)

• A theory of Migration (Lee, 1966)

– Negative factors in original place.– Positive factors draw people to destination.– Personal factors and intervening variables.

• The term of “Mooring” was introduced by Longino (1992)

• PPM model (Moon 1995)2010/04/23 16Avus Ph.D. Proposal

PPM Model framework

PUSH

PULL

Migration

MOORING

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affecting

intervening

Research about service switching

• Service switching behaviors (Keaveney, 1995)

• Service provider switching (Bansal et al., 2005)

• Intention to switch Email service (Kim et al., 2006)

• Intention to switch Blogs (Zhang et al., 2008)

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Relevant Research about SNS

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• SNS service usage (Barker, 2009; Pelling and White, 2009; Park, 2009; Ross et al, 2009; Shin and Kim, 2007 Zhao, 2010)

• To pay for SNS service (Lu and Hsiao, 2010)

SI

Push

Mooring

Pull

SO

EN

SA

PSP

SC

SR

NV

PSE

AA

PI

H1a

H1b

H1c

H1d

H2a

H2b

H3a

H3b

H3c

H3d

H1

H3

H2

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Push factors form origin

• Low socializing (Bakor, 2009; Park et al., 2009)

• Low enjoyment (Park et al. 2009; MIC, 2010)

• Low customer satisfaction (Kim, 2006; Hou and Chern, 2007)

• Perceived insufficient participants (Hsu and Lu, 2004)

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Pull factors draw by destination

• Alternative Attractiveness (Kim et al., 2006; Bansal et al., 2005; Zhang et al., 2008)

• Peer Influence (Zhang et al, 2008)

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Peer InfluencePeer Influence

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Peer Influence

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Mooring factors

• Switching costs (Klemperer, 1987; Kim et al, 2006; Zhang et al, 2008)

• Social influence (Flanagan, 1978; Hsu and Lu, 2007; Barker, 2009)

• Variety seeking (Bansal et al.,2005)

• Prior switching experience (Kuznets and Thomas, 1984; Ganesh et al, 2000)

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SI

Push

Mooring

Pull

SO

EN

SA

PSP

SC

SR

NV

PSE

AA

PI

H1a

H1b

H1c

H1d

H2a

H2b

H3a

H3b

H3c

H3d

H1

H3

H2

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Methodology

• Data will collect via an empirical field survey with self-selected subjects.

• “Snowball” sampling method will be used in this data collection.

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Expect Findings

• To approve that PPM model could be applied as a theoretical and unify research framework for intention to switch SNS service.

• To validity the antecedents that we proposed in this research model.

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Thank you for listening

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