Exploring the Critical Factors of User Communication Platform Switching Behavior：From MSN to facebook

• Main Authors: Sheng-Cheng Hsu, 許聖承
• Other Authors: Ching-Wei Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/38226299546837124853

碩士 === 大葉大學 === 資訊管理學系碩士班 === 100 === Through rapid advancement of technology, communication channels for modern people has become more diversified and at ease. As internet application becomes more popular and user friendly, the development in communication between people have seen great improvement. In the past, instant communication software marks the pioneering era by dominating international phone call and innovating new word usage and grammar structure for youth, but as facebook introduces itself in 2004, it engulfs the whole word by demolishing past internet communication means. This research uses diffusion of innovations (IDT) and theory of planned behavior (TPB) as fundamental theories to explain the reasoning for shifting communication platforms of internet users. The methodology of this research has eliminated contradictory and false response, with 336 effective samples remaining. using the remaining effective samples, this research then uses path analysis to verify the hypothesis. The final finding of this research shows that relative advantage, compatibility, trialability, user attitude and subjective norm have significant impact to communication platform switching intension.