Research on Users'Switching Intention of Information Seeking:From Search Engines to Generative AI
[Purpose/Significance]The wide application of generative AI will enable users'switch of informa-tion seeking.This may lead to users'defection from search engines.Thus,it is necessary to examine the formation mechanism of user's switching intention.[Method/Process]This study adopted the push-pull-mooring(PPM)to develop the model and conducted data analysis with structural equation model(SEM)and fuzzy-set qualitative comparative analysis(fsQCA).[Result/Conclusion]Low information-task fit and information overload lead to user dissatisfaction,whereas AIGC information quality and perceived interactivity affect perceived value.Dissat-isfaction,perceived value and social influence determine users'switching intention.With fsQCA,it identifies three configurations leading to switching intention.The results imply that search service providers need to improve the information-task fit and reduce information overload and user dissatisfaction to retain users.On the other hand,gen-erative AI platforms can improve AIGC information quality and interactivity,and leverage social influence to facili-tate user usage.
万方数据
维普
