Switching Behavior between Social Networking Sites : Exploring The Philippine Case of Friendster Versus Facebook

Stephanie Polinar, Hong Joo Lee, Jawon Choi


Considering the widespread use of social networking sites (SNSs) and the sudden shift of Filipino SNS usage from Friendster to Facebook, this paper examines five factors that affect user intentions to switch SNSs. By surveying switchers from Friendster to Facebook in the Philippines, satisfaction, alternative attractiveness, and social influence were significant factors affecting switching intent.

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