摘要：

Abstract:

【Purpose/significance】With the popularity of social media, the competition among various social media is increasingly in⁃

tense. How to prevent users’switching and retain them has become an important question for social media platforms. Based on PPM

model, this paper studies the switching behavior of social media users.【Method/process】358 valid samples were collected and ana⁃

lyzed with the SEM software．【Result/conclusion】The results indicate that the factors such as dissatisfaction, social influence, per⁃

ceived usefulness and social identification positively affect the switching intention of users, whereas privacy concern negatively affects

switching intention. The results imply that social networking platforms need to consider the effect of push, pull and mooring factors in

order to prevent users’switching and retain them, thus achieving competitive advantage.【Innovation/limitation】The main contribution

of this paper is that it examined the significant factors affecting social media users’switching behaviour based on the PPM model. The

main limitation is that there are many factors affecting user switching. Thus, future research can examine the possible effect of other

factors such as perceived value and social capital.