Examining Users'Switching Behavior of Knowledge Q&A:From Q&A Communities to Generative AI
[Research purpose]As an emerging application,generative AI has attracted many users in the knowledge Q&A field,which may lead to users'defection from traditional knowledge Q&A communities.Therefore,it is necessary to examine users'switching behav-ior in order to increase their stickiness toward knowledge Q&A communities.[Research method]Based on the PPM(Push-Pull-Moor-ing)model and integrating both cognitive and emotional factors,this research examined users'switching behavior.483 valid data were collected and analyzed using mixed methods,including SEM and fsQCA.[Research conclusion]The results revealed that switching in-tention is influenced by a combination of push factors(information overload,community fatigue),pull factors(perceived anthropomor-phism,perceived accuracy,perceived trustworthiness,and flow experience),and mooring factor(social influence).The fsQCA identi-fied three main paths leading to switching intention.These results imply that Q&A platforms need to reduce information overload and miti-gate users'fatigue in order to retain them and achieve sustainable development of the platforms.
万方数据
维普
