Explaining technology migration against the change in terms of use: an fsQCA approach

Laila Dahabiyeh, Ali Farooq, Farhan Ahmad, Yousra Javed
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引用次数: 1

Abstract

PurposeDuring the past few years, social media has faced the challenge of maintaining its user base. Reports show that the social media giants such as Facebook and Twitter experienced a decline in their users. Taking WhatsApp's recent change of its terms of use as the case of this study and using the push-pull-mooring model and a configurational perspective, this study aims to identify pathways for switching intentions.Design/methodology/approachData were collected from 624 WhatsApp users recruited from Amazon Mechanical Turk and analyzed using fuzzy set qualitative comparative analysis (fsQCA).FindingsThe findings identify seven configurations for high switching intentions and four configurations for low intentions to switch. Firm reputation and critical mass increase intention to switch, while low firm reputation and absence of attractive alternatives hinder switching.Research limitations/implicationsThis study extends extant literature on social media migration by identifying configurations that result in high and low switching intention among messaging applications.Practical implicationsThe study identifies factors the technology service providers should consider to attract new users and retain existing users.Originality/valueThis study complements the extant literature on switching intention that explains the phenomenon based on a net-effect approach by offering an alternative view that focuses on the existence of multiple pathways to social media switching. It further advances the authors’ understanding of the relevant importance of switching factors.
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根据使用方面的变化解释技术迁移:fsQCA方法
在过去的几年里,社交媒体面临着维护其用户群的挑战。报告显示,Facebook和Twitter等社交媒体巨头的用户数量出现下降。本研究以WhatsApp最近的使用条款变更为例,采用推拉系泊模型和配置视角,旨在确定转换意图的途径。设计/方法/方法从Amazon Mechanical Turk招募的624名WhatsApp用户中收集数据,并使用模糊集定性比较分析(fsQCA)进行分析。研究结果确定了7种高转换意愿配置和4种低转换意愿配置。企业声誉和临界质量增加了转换意愿,而低企业声誉和缺乏有吸引力的替代品阻碍了转换。研究局限/启示本研究通过识别导致消息应用程序之间高切换意愿和低切换意愿的配置,扩展了现有关于社交媒体迁移的文献。实际意义研究确定了科技服务供应商在吸引新用户和保留现有用户时应考虑的因素。原创性/价值本研究补充了现有的关于转换意图的文献,这些文献基于净效应方法解释了这一现象,提供了另一种观点,关注社交媒体转换的多种途径的存在。这进一步加深了作者对转换因素的相关重要性的理解。
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