What causes users to switch from a local to a global social network site? The cultural, social, economic, and motivational factors of Facebook’s globalization

作者：

Highlights：

• Investigates causes of transition from a local to a global SNS (Facebook).

• Entertainment motives and the mobile services accelerated transition to Facebook.

• Different culture and sunk costs were barriers to switch to Facebook.

• Emotional support and cultural homogeneity approach is necessary for local SNSs to compete with Facebook.

摘要

•Investigates causes of transition from a local to a global SNS (Facebook).•Entertainment motives and the mobile services accelerated transition to Facebook.•Different culture and sunk costs were barriers to switch to Facebook.•Emotional support and cultural homogeneity approach is necessary for local SNSs to compete with Facebook.

论文关键词：Social network site (SNS),Facebook,Globalization,Switching cost,Cultural value,Use and gratification

论文评审过程：Available online 27 July 2013.

论文官网地址：https://doi.org/10.1016/j.chb.2013.07.006