دانلود رایگان مقاله بررسی Multi-homing در سرویس امنیت ملی

Abstract

Given the increasingly intense competition for social networking sites (SNSs), ensuring sustainable growth in user base has emerged as a critical issue for SNS operators. Contrary to the common belief that SNS users are committed to using one SNS, anecdotal evidence suggests that most users use multiple SNSs simultaneously. This study attempts to understand this phenomenon of users’ multi-homing on SNSs. Building upon optimum stimulation level (OSL) theory, uses and gratifications theory, and literature on choice complementarity, a theoretical model for investigating SNS users’ multi-homing intention is proposed. An analysis of survey data collected from 383 SNS users shows that OSL positively affects users’ perceived complementarity between different SNSs in gratifying their four facets of needs, namely, interpersonal communication, self-presentation, information, and entertainment. Among the four dimensions of perceived complementarity, only interpersonal communication and information aspects significantly affect users’ intention to multi-home on SNSs. The results from this study offer theoretical and practical implications for understanding and managing users’ multi-homing use of SNSs.

6. Conclusion

Given the increasingly severe competition in the SNS market and high dependency of SNS revenues on user base and site traffic, understanding the mechanism to retain and attract users from competitors to their own sites is an important issue for SNS operators. This study identified and investigated the multi-homing behavior of SNS users. We found that users’ personality trait (OSL) positively affects their perceived complementarity between SNSs about satisfying the four facets of their needs, namely, interpersonal communication, self-presentation, information, and entertainment needs. Among the four dimensions of perceived complementarity, only interpersonal communication and information aspects have significant effects on users’ intention to multihome on SNSs. Moreover, users’ complementarity perceptions mediate the effect of OSL on multi-homing intention. Our study provides theoretical insights into the phenomenon of users’ multihoming on SNSs and yields practical implications for SNS managers and marketers to devise appropriate strategies to survive and thrive in the competitive SNS market.