Influencing factors of user switching intention in online Q&A platform from the perspective of free mentality -- Based on the Push-Pull-Mooring model

Subjects: Library Science，Information Science >> Readers Work submitted time 2024-04-16

Cui Xuelian Wang Yuhui

Abstract： Purpose/ Significance The free logic of the early Internet led a large number of “diving users” to form a psychological inertia that the Internet should be free of charge Q&A content. This seriously affects the shift of users from free to paid, so it is significant to reveal the factors that influence users’ switching intention from free to paid. Method/Process Based on the push-pull- mooring model (PPM) and the status quo bias theory (SQB), a model of influencing factors of users’ switching intention was constructed, taking dissatisfaction and knowledge anxiety as the push, perceived relative advantage and service quality as the pull, and free mentality inertia as the mooring. After collecting 391 questionnaires, the structural equation model was used to test the hypothesis of the model. Results/Conclusion Both pull (dissatisfaction and knowledge anxiety) and push (perceived relative advantage and service quality) positively affect users’ switching intention. As an mooring force, free mentality not only directly impedes user transfer, but also negatively regulates the relationship between perceived relative advantage, service quality and switching intention. In addition, the study found that free mentality is formed by the interaction of habits, uncertain costs and sunk costs. The research results provide valuable insights for online Q&A platforms to develop differentiated marketing strategies.

Peer Review Status:Awaiting Review

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