Social Q&A Platform Users'Switching Behaviour Based on a Mixed Method of SEM and ANN
Social question-and-answer(Q&A)platforms have been widely used by users.But these platforms have similar functions so users can easily switch to another,which may lead to the loss of users.Based on the PPM model,users'switching behavior on social Q&A platforms is studied by collecting 447 valid responses and adopting a mixed method of SEM and ANN for data analysis.The results indicate that both push factors(dissatisfaction and fatigue)and pull factors(content quality and user experience)positively influence switching intention,the mooring factor(switching cost)negatively influences switching intention and negatively moderates the effect of both push factors and pull factors.ANN results reveal that dissatisfaction is the most important factor affecting switching intention,which implies that social Q&A platforms should improve content quality,enhance user experience,reduce user dissatisfaction and fatigue in order to prevent users'switching behaviour and achieve user retention.
万方数据
维普
