Emotional Fatigue,Group Identity and Relationship Network Maintenance:A Switching Intention Survey of Mobile Video Platform User with the PPM Model
The switching intention of mobile video user refers to user's intent or desire to give up an existing mobile video application and turn to use a new one instead.This study focuses on the user's switching intention of the mobile video platform,employs push-pull-mooring(PPM)framework originated from human migration literature as the theoretical paradigm to explore the key factors influencing users'switching intention in the field of the mobile video applications.And PLS(Partial least squares)was also adopted in this study to test both the measurement model.The results reveal that dissatisfaction with incumbent application,the attractiveness of alternative one and the subjective norm have significant positive effects on switching intention,while switching barrier negatively affects switching intention.Among them,dissatisfaction with the original application is mainly caused by emotional fatigue,subjective norms related to alternative products are generated by group identity,and concerns about switching costs mainly stem from the need to maintain the relationship network.The research theoretically expands our knowledge of the behavioral intention of mobile short video users and has unique contributions in the perspectives of communication and social network switching theory.
Mobile video platformCyber migrationSwitching intentionPush-Pull-Mooring model
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