Understanding Post Adoption Switching Behavior for Mobile Instant Messaging Application in China: Based on Migration Theory

Post adoptive IT use is a hot research stream in information systems field, including continuance behaviours and switching behaviours. While there are a great number of studies on users’ intentions or behaviors for diversified information systems, previous post adoptive IT studies pay relatively less attention on users’ switching behaviors. Hence, we know little about this phenomenon and triggers on users’ switching behaviors. This research identifies the features of users IT switching behaviors and examines what trigger their switching intentions and actual behaviors in the context of mobile instant messaging (MIM) application in China. A model of MIM switching behaviors is developed based on Curran and Saguy’s (2001) research on how networks of obligation, trust and relative deprivation affect human’s migration decision and process. Besides these three triggers, we also introduce dissatisfaction and curiosity into our model according to prior IS studies on switching behaviors. A survey research method will be adopted to test this model. Overall, our study may theoretically contribute to further understand users’ IT switching behaviors and yield some practical implications for designers and managers in MIM providers and their products propaganda.