Why we migrate in the virtual world: factors affecting switching intentions in SNS

The popularity of Social Networking Sites (SNS) continues to steadily increase, but their success depends on user turnover. Understanding the factors that impact user intentions to switch SNS services is therefore important. This study adapted the push–pull–mooring framework developed in migration literature to examine these factors. In particular, we proposed the concept of SNS fatigue as a push factor. Our survey of 180 Korean SNS users revealed that two SNS fatigue factors (SNS interaction overload and unwanted relationships) and two pull factors (alternative attraction and peer pressure) significantly influenced users’ switching intentions. However, we did not find the effect of the mooring factor (switching cost). These findings increase our understanding of SNS users’ migration behavior and carry important implications for both research and practice.