How information and communication overload affect consumers' platform switching behavior in social commerce.

ABSTRACT

In social commerce, users are increasingly resorting to social media platforms to search for information, purchase goods, and share shopping experiences. However, social media use may also affect users' emotions negatively, causing them to switch platforms. Therefore, this study aims to investigate how negative factors (i.e., information and communication overload) affect consumers' platform-switching behavior in social commerce. Drawing on the stimulus-organism-response (SOR) model, this study established a research framework and conducted an online survey in China. A purposive sampling technique was used to collect the data, generating 477 valid responses. Data analysis, based on structural equation modeling, indicates that information and communication overload, and online fatigue positively affect platform-switching intention. The effect of the intention to switch on behavior is moderated by switching costs. Mediation analysis shows that information and communication overload can indirectly influence switching behavior through online fatigue and switching intention. This study incorporates the novel aspects of switching costs in examining the driving forces behind platform-switching in social commerce, thereby theoretically adding value to the existing body of knowledge. Apart from this, our findings also bear significant practical implications and are valuable for social commerce platforms and sellers to improve their user experience and retain existing customers.