社交媒体用户转移行为影响因素模型及实证研究

Purpose/significance]This paper explored the influencing factors of social media users' switching behavior tobroaden the scope of social media user behavior research, with a view to provide reference for the relevant theoretical research, and provide reference for social media operators to improve service quality and increase user stickiness.[Method/process] Building theoretical models based on Expectation-Confirmation Theory, Flow Theory, and IS Success Model, with a focus on social media system quality, information quality, service quality, flow experience, and users'satisfaction with social media usage, and to what extent users' switchingbehavior will be affected.Data were obtained by questionnaire, SPSS and AMOS analysis software were used to analyze the data and verify the hypothesis.[Result/conclusion] The data results showed that social media system quality, information quality, service quality and flow experience have a positive impact on users' satisfaction, while users' satisfaction negatively affects the switching behavior.