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Understanding social media discontinuance behavior in China: a perspective of social cognitive theory.
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![loading](/sites/all/modules/hf_eds/images/loading.gif)
- Author(s): Gan, Chunmei; Li, Hongxiu; Liu, Yong
- Source:
Information Technology & People; 2024, Vol. 37 Issue 3, p1185-1207, 23p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Purpose: To understand the mechanisms underlying social media discontinuance behavior, this study explores factors affecting social media discontinuance behavior from the perspective of social cognitive theory (SCT). Design/methodology/approach: Based on SCT, this study puts forward a theoretical model incorporating habit, excessive use and negative emotions to predict social media discontinuance behavior. The proposed research model was empirically tested with 465 responses collected from WeChat users in China via an online survey. WeChat is one of the most popular social media in China. However, WeChat also faces the challenges of reduced or terminated usage among its users. Partial least squares structural equation modeling (PLS-SEM) technique was used to analyze the data. Findings: The research results in this study show that habit exerts a negative effect on social media discontinuance behavior, while exhaustion and regret have positive influences. In addition, habit positively affects excessive use, which further leads to negative emotions of social media exhaustion and regret. Moreover, gender moderates the relationship between habit and social media discontinuance behavior. Originality/value: This study adds to the literature of information system (IS) use lifecycle by investigating user behavioral changes regarding a transition from habituated to excessive use and further to discontinuance behavior. This study also helps elucidate the complex role of habit by explaining social media discontinuance from the social cognitive view. Furthermore, this study advances the current understanding of gender difference in social media discontinuance in the Chinese context. The study also offers insights to practitioners on how to prevent individuals from discontinuing their use of social media. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Information Technology & People is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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