Stay or Leave? An Investigation on User Exodus in Social Networking Sites

Zhao, Yuxiang; Xu, Xiaojuan; Zhu, Qinghua

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https://hdl.handle.net/2142/73707 Copy

Description

Title

Stay or Leave? An Investigation on User Exodus in Social Networking Sites

Author(s)

• Zhao, Yuxiang
• Xu, Xiaojuan
• Zhu, Qinghua

Issue Date

2015-03-15

Keyword(s)

• qualitative research methods
• social media
• online communities

Abstract

Although many SNSs experienced great popularity in the past few years, it is also worth noting that most of them were confronted with massive and abrupt recession in a short period of time. In this study, we define the user exodus as a large scale movement in and out of the social media market, and it can be viewed as a decision or response in the post-adoption stage of IT artifact. So far, there is no currently agreed model for user exodus behavior. Thus, this research-in-progress study aims to qualitatively investigate the underlying reasons of user exodus by examining Kaixin001, a Chinese SNS product. Ethnography decision tree model (EDTM) will be built to elicit the attributes and laddering technique will be used to establish the connections between various attributes, consequences, and the values following means-end chain (MEC) theory. Preliminary findings from content analysis are presented.

Publisher

iSchools

Series/Report Name or Number

iConference 2015 Proceedings

Type of Resource

text

Language

English

Permalink

http://hdl.handle.net/2142/73707

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Copyright 2015 is held by the authors. Copyright permissions, when appropriate, must be obtained directly from the authors.

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