Users of social networking service (SNS) are presented with a large number of competing products. As a result, their decisions to use one specific SNS may be affected by their relative usage experiences with other SNSs. However, previous studies have largely focused on the adoption and usage of one focal SNS, while ignoring the influence from similar alternatives. To address this gap and understand the importance of users' relative perceptions toward different SNSs, this study builds on media richness theory, social identity theory, and we-intention literature to develop a relative model. Two similar but highly competing blogging services under the SNS category are chosen as the research context, and users who have used both services are recruited to test the proposed relative model. The empirical results indicate that relative immediate feedback and relative personal focus exert positive effects on relative social identity, which in turn, has a positive impact on relative we-intention to use SNSs. Implications for both research and practice are also discussed.

向社交网络服务（SNS）的用户展示了许多竞争产品。结果，他们使用一个特定SNS的决定可能会受到他们与其他SNS的相对使用经验的影响。但是，先前的研究主要集中在采用和使用一种焦点SNS上，而忽略了类似替代方案的影响。为了解决这一差距并了解用户对不同SNS的相对认知的重要性，本研究建立在媒体丰富度理论，社会认同理论和我们意图文献的基础上，以开发相对模型。选择了SNS类别下的两个相似但竞争激烈的博客服务作为研究背景，并招募了使用这两种服务的用户来测试建议的相对模型。实证结果表明，相对的即时反馈和相对的个人关注对相对的社会认同产生了积极的影响，而反过来又对我们使用SNS的相对意图产生了积极的影响。还讨论了对研究和实践的影响。