A Qualitative Research on Usage Intention and Platform Swinging Behavior of Anonymous Social Applications “Soul”

Abstract

By iheriting online natural properties, anonymous social media (ASM) applications have become popular and have attracted large amounts of mobile users (e.g., the youth) who can construct new identities for role-play and show themselves in anonymous ways. In order to investigate the influencing factors toward usage intention (UI) and platform swinging (PS) behavior among anonymous social applications, we choose one of the most active ASM App “Soul” as the example in China and then conducte a semi-structured interview with 23 valid Soul users using qualitative methods. The results show that the factors, i.e., perceived usefulness, perceived ease of use, perceived privacy riskiness, perceived anonymity, subjective norms, emotional attachments, and perceived interactivity, indeed affect UI among Soul users via online communication. Moreover, we find that PS behavior is ubiquitous among interviewees and mainly depends on diversified needs, which consist of nine dimensions including different position and function among apps, usage comparison, friend migration, etc. Nearly 80% of interviewees believe that there exists a relationship between UI and PS, which can be described as a inverted U-shaped curve, i.e., the higher or lower UI, the less probability of PS. For the individuals’ social media usage behavior, a closed loop “Attitude–Intention–Behavior” is summarized. By conducting qualitative research, we intend to provide some insights and deepen the understanding of UI among ASM users in daily life.