Exploring the switching intention of learners on social network-based learning platforms: A perspective of the push-pull-mooring model

Yi Wen Liao, Yueh Min Huang, Shu Hsien Huang, Hsin Chin Chen, Chun Wang Wei

Research output: Contribution to journalArticle

Abstract

Social media or social networking sites have been used to support online learning with good interactive features. If an existing system can retain current users and attract new users, it can provide greater benefits and influence in the field of online learning. However, most previous studies focus on learner participation intention, and rarely note their switching intention. Therefore, this study attempts to analyze and discuss the learner switching intention from the perspective of Push-Pull-Mooring Model. A research framework was proposed for examining the switching intention of learners in social network-based learning platforms. A total of 371 valid samples were used to examine the research framework using the partial least squares approach. The results show that switching intention is significantly affected by the push effects (social interaction and service quality), mooring effects (switching costs and prior switching experience) and pull effects (attractiveness of new services and social effect). To retain and attract users, platform providers can raise switching costs through improving service quality and system capabilities and educators can develop appropriate approaches to enhance social interaction and social effects.

Original languageEnglish
Article numberem1747
JournalEurasia Journal of Mathematics, Science and Technology Education
Volume15
Issue number9
DOIs
Publication statusPublished - 2019 Jan 1

All Science Journal Classification (ASJC) codes

  • Education
  • Applied Mathematics

Fingerprint Dive into the research topics of 'Exploring the switching intention of learners on social network-based learning platforms: A perspective of the push-pull-mooring model'. Together they form a unique fingerprint.

  • Cite this