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| Discontinuous Usage Behavior Model of Social Media Users: An Empirical Study |
| Cheng Huiping1, Su Chao2, Wang Jianya3 |
1.School of Public Management, Northwest University, Xian 710127
2.School of Economics and Management, Dalian University of Technology, Dalian 116024
3.School of Management Science and Engineering, Tianjin University of Finance and Economics, Tianjin 300222 |
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Abstract Clarifying the factors that determine social media users' discontinuous usage behavior has great significance for social media operators, because it facilitates the optimization of the service structure and reduces the negative impact of social media usage. Using the cognition-affection-conation (CAC) categorization of the cognitive emotion theory (CET) as its model framework, this paper constructs the discontinuous usage behavior model of social media users by integrating expectation disconfirmation theory (EDT) and the negative emotions of social comparison theory (envy, regret, and frustration). The data for this study were obtained from 541 valid responses to a network questionnaire, and the partial least squares structural equation modeling (PLS-SEM) was applied in the empirical analysis. The results are as follows. Expectation disconfirmation will lead to dissatisfaction after users utilize social media. Dissatisfaction is the main factor that influences users to form discontinuous usage intention, which will further affect social media users' discontinuous usage behavior. The envy generated by social comparison among users on social media can lead to negative emotions such as frustration and regret. Envy, regret, and frustration will all generate dissatisfaction among social media users. Regret had a significant direct effect on discontinuous usage intention, but the direct effects of frustration are not significant. Expectation disconfirmation can cause users to regret using social media. Regret partially mediates the effects of expectation disconfirmation as well as envy on dissatisfaction. Frustration plays a partially mediating role between envy and dissatisfaction. Dissatisfaction plays a partially mediating role between regret and discontinuous usage intention, and fully mediates the effect of frustration and envy on discontinuous usage intention. The length of social media usage and the number of friends on social media have no significant influence on social media users' discontinuous usage behavior, whereas the length of time spent on social media daily has a significant influence. This study enriches and expands the theoretical research on the discontinuous usage of social media and serves as a practical reference for social media operators to comprehensively understand users' discontinuous usage behavior.
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Received: 06 May 2019
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