What Are the Important Factors Switching Intention to Volatile Social Networking Services?

다국어 초록 (Multilingual Abstract)

In May 2014, the European Court of Justice ruled that Google should delete all the search results it had used. Since then, a social consensus about ‘the right to be forgotten' has been formed around the world. This kind of consensus has also been around social network services. Snapchat allows you to set times for deleting pictures you have sent to your friends. Zap deletes all the shared pictures and video clips in 24 hours. These fast growing volatile SNS is due to the increasing awareness of ‘the right to be forgotten'. A simple picture or a video clip mistakenly put on a social networking site may haunt a person when the picture or the video clip remains on the site. A simple mistake in writing an article on a social network may lead to ostracism. Worried and tired users tend to migrate to volatile SNS such as Snapchat or Zap, which provide relative comfort in uploading contents. This paper uses the push-pull-mooring model of the migration theory in finding the factors which affect SNS users' switching intention to volatile social networking services. The results show that users tend to switch to volatile SNS when the service provides more privacy protection, volatility, and better system security.

목차 (Table of Contents)

• Abstract
• 1. Introduction
• 2. Literature Review
• 2.1. Social Networking Service
• 2.2. Volatile SNS
• 2.3. Migration Theory
• 3. Research Model and Hypotheses
• 3.1. Research Model
• 3.2. Research Hypotheses
• 3.3. Operational Definition
• 4. Analysis and Results
• 4.1. Sample Characteristics
• 4.2. Factor Analysis
• 4.3. Correlation Analysis
• 4.4. Result of Hypothesis Tests
• 5. Conclusion
• References