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Switching Behavior between Social Networking Sites : Exploring The Philippine Case of Friendster Versus Facebook

소셜 네트워킹 사이트의 전환에 미치는 영향 요인 : 필리핀의 프렌드스터와 페이스북을 중심으로

  • Polinar, Stephanie (Department of Computer Science, University of San Carlos) ;
  • Lee, Hong Joo (Department of Business Administration, The Catholic University of Korea) ;
  • Choi, Jaewon (Graduate School of Information, Yonsei University)
  • Received : 2013.07.25
  • Accepted : 2013.08.16
  • Published : 2013.08.31

Abstract

Considering the widespread use of social networking sites (SNSs) and the sudden shift of Filipino SNS usage from Friendster to Facebook, this paper examines five factors that affect user intentions to switch SNSs. By surveying switchers from Friendster to Facebook in the Philippines, satisfaction, alternative attractiveness, and social influence were significant factors affecting switching intent.

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