Understanding the Migration Intention of Psychological Home in Cyberspace.

ABSTRACT

The present study views the personal main page on social media as a psychological home in cyberspace, since they have identical characteristics. Many young people share their lives on social media. However, a backlash is triggered among young people when parents start to use social media and attempt to participate in their children's online activities, causing young users to migrate social media platforms. This study introduced two concepts of psychological home, self-disclosure and psychological ownership, and the research purpose aims to investigate the relationships between self-disclosure, psychological ownership, and migration intention based on the expectation-disconfirmation theory. A survey research method was used in the study. A total of 561 samples were collected through online questionnaires, and SmartPLS 4.0 was applied for analysis. The results reveal that (1) parental involvement in social media has a positive relationship with dissatisfaction; (2) disconfirmation of psychological ownership and disconfirmation of self-disclosure have a negative relationship with dissatisfaction; (3) the greater the users' dissatisfaction with social media is, the greater the intention to migrate social medias.