社交媒體已經成為各大網路業者的新戰場。也因此開始產生了使用者在其中轉移的現象，在過去的研究發現部落格使用者對於社群網站—Facebook的使用時間已經漸漸與部落格拉開了距離 (“The survey of blog site usage,” 2011)，部落格使用者開始將時間花費在Facebook上，為了深入了解其相關原因，本研究運用「推力 (Push)、拉力 (Pull)、繫住力 (Mooring) (PPM)」模型理論來解釋網路使用者在兩者之間的轉換意圖。研究結果發現影響使用部落格的使用者離開部落格的原因為易用性低，感知分享壓力及可用時間較少，同時社群網路—Facebook卻挾帶著較高的享樂性、感知關鍵多數、規範壓力深深的吸引著部落格的使用者。此外，研究中也發現繫住力 (轉換成本、多樣化搜尋、過去行為、感知隱私) 對於轉換意圖沒有直接的影響，但是卻調節了推力拉力對於轉換意圖的影響。 Network operators are contested on Social Media. Furthermore, there is phenomenon of increasing switching users. The previous study indicated that the blog users spent more and more time on Social Network Site (SNS)—Facebook (“The survey of blog site usage,” 2011). In order to investigate the possible reasons deeply, this research is based on the Push-Pull-Mooring (PPM) Model to explain the switching intention between blogs and SNSs. The result reveals blog users who spare their time on blogs. Affected by lower users’ perceived ease of use, perceived pressure on sharing and time unavailability. Meanwhile, SNS—Facebook brings the higher perceived playfulness, users’ perceived critical mass and users’ normative pressure to attract the blog users strongly. Finally, the present study detect that mooring effects (switching cost, variety seeking, past behavior, perceive privacy) which have no affect on the switching intention directly. However, there is a moderator effect between push/pull and switching intention.
