||This research makes an attempt to explore how “inertia” affects users of social networks in terms of switching platforms through empirical studies. “Inertia” refers to a phenomenon by which a user consciously chooses to use the same system without coercion, even when there are better alternatives. The empirical studies were conducted in two parts. The first part explores the factors involved in the formation of “inertia”. This research targets four factors: “relational benefits”, “technological lock-in”, “openness to experience”, and “perceived scale of online community”. The second part explores how “inertia" affects the users’ cognition on new social platforms. This research makes an assumption that cognitive dissonance impair users' cognition on the “relative advantage” and “complementarity” of new social platforms. |
In this study, we adopt a two-stage questionnaire and use Facebook and Google Plus as the research context. In order to explore the impact of inertia, our study objects must be users who are used to using Facebook but hardly or even never use Google Plus. We explore the impact of inertia on these users on the premise of freedom. To comply with the above research context, we sent out questionnaires according to different courses, and made longitudinal studies courses that required grouping projects in both beginning and end of the semester. Finally, we collected 153 effective questionnaires to do inspection for research model and hypothesis. The result shows (1) The first stage : concern, technology target and size of network recognition have positive and significant impact on inertia; (2) The second stage : inertia has significant and negative impact on intention of new system, and it has negative and significant impact on comparative advantage and complementarity of recognition, and what's the more, both of them have significant and positive impact on intention of new system.