Year: 2015
Type: article
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.
Authors: Yuxiang Zhao, Xiaojuan Xu, Qinghua Zhu
Institution: Nanjing University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
Funder: National Science Foundation
OpenAlex ID: W634866376