Modeling consumer switching behavior in social network games by exploring consumer cognitive dissonance and change experience

Abstract

Purpose - The purpose of this paper is to model the effect of alternative products in motivating consumers- e-service switching behavior in the context of the social network game (SNG) industry. In particular, the effects of both alternative attractiveness and change experience on switching behavior are quantified. Design/methodology/approach - With the aid of a leading e-service provider in China, 220,000 questionnaires were distributed to the players of a SNG. Valid responses from potential switching users are included in the data analysis. Structural equation modeling technique is utilized to test the research framework. Findings - The study found that alternative attractiveness negativel..