earticle

영어

One of key issues for online service providers due to the increased competition is “churn” or customer movement in and out of the marketplace. Although many studies were conducted to study user‟{s switching behavior on various online services (web browsers, blogs, etc.), only a few studies were made regarding the switching behavior of users in social networking sites (SNSs). Considering the widespread use of SNSs around the world and the sudden shift of Filipino SNS usage from Friendster to Facebook, this paper examines five possible factors that should affect the user‟�s intention and behavior to switch from one SNS to another. An exploratory interview was done to 15 Filipino students to create ideas for possible factors affecting SNS users and scales from previous studies were used to make the survey questionnaire. A pilot test was then conducted to 20 Filipino students and appropriate modifications on the items were made from the results. Finally, the survey was distributed online through Facebook messages and emails.