Understanding social media discontinuance behavior in China: a perspective of social cognitive theory

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Abstract

PurposeTo 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/approachBased 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.FindingsThe 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/valueThis 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.
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社会认知理论视角下的中国社交媒体中断行为
目的为了解社交媒体中断行为的机制,本研究从社会认知理论(SCT)的角度探讨影响社交媒体中断行为的因素。基于SCT,本研究提出了一个结合习惯、过度使用和负面情绪的预测社交媒体中断行为的理论模型。通过一项在线调查,从中国微信用户中收集了465份反馈,对所提出的研究模型进行了实证检验。微信是中国最受欢迎的社交媒体之一。然而,微信也面临着用户减少或终止使用的挑战。采用偏最小二乘结构方程建模(PLS-SEM)技术对数据进行分析。本研究的研究结果表明,习惯对社交媒体中断行为有负面影响,而疲惫和后悔对社交媒体中断行为有积极影响。此外,习惯正向影响过度使用,进而导致社交媒体疲惫和后悔的负面情绪。此外,性别调节了习惯与社交媒体中断行为之间的关系。原创性/价值本研究通过调查用户从习惯到过度使用并进一步到停止使用行为的转变,为信息系统(IS)使用生命周期的文献增加了内容。本研究还从社会认知的角度解释了社交媒体中断现象,有助于阐明习惯的复杂作用。此外,本研究还促进了目前对中国情境下社交媒体中断的性别差异的理解。该研究还为从业人员提供了如何防止个人停止使用社交媒体的见解。
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