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Understanding the determinants and dynamic process of user exodus in social networking sites: Evidence from Kaixin001

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  • Yuxiang (Chris) Zhao
  • Xiaojuan Xu
  • Xixian Peng
  • Shijie Song

Abstract

Understanding the factors and mechanism that affect the users’ abandon behaviors is necessary for the sustained use of Social Networking Sites (SNSs). This study focuses on a special SNS discontinuance phenomenon—user exodus. Compared to individual discontinuance behavior studied in prior research, the SNS user exodus possesses its own characteristics: a huge magnitude of users abandon a given SNS product in a very short time. Given the fatal blow of exodus to SNS providers, this exploratory research seeks to unravel why and how the SNS user exodus occurs. Specifically, we conducted a mixed†method research combining laddering interview and network analysis. Drawing on the means†end chain theory, laddering interviews were first used to collect data from discontinuers of a Chinese SNS, Kaixin001, which has experienced a severe user dropout. Then we identified various factors triggering user exodus by content analysis. Last, network analysis was employed to establish the connections between various attributes, consequences, and values. The results showed that user exodus in SNS is strongly related to three types of value: functional, affective, and social value. More important, we also emphasized the dynamics process of exodus by highlighting the role of lurking. Possible contributions and implications of our findings are discussed.

Suggested Citation

  • Yuxiang (Chris) Zhao & Xiaojuan Xu & Xixian Peng & Shijie Song, 2018. "Understanding the determinants and dynamic process of user exodus in social networking sites: Evidence from Kaixin001," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 69(4), pages 553-565, April.
  • Handle: RePEc:bla:jinfst:v:69:y:2018:i:4:p:553-565
    DOI: 10.1002/asi.23974
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    Cited by:

    1. Stephann Makri, 2020. "Information informing design: Information Science research with implications for the design of digital information environments," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(11), pages 1402-1412, November.

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