A two-factor theoretical model of social media discontinuance: role of regret, inertia, and their antecedents

Abstract

PurposeAlthough materializing the benefits of social media substantially depends on sustained user participation, social media service providers are experiencing a decline in the number of users. Despite the relevance of studying and managing discontinuance behaviors, a systematic empirical investigation remains lacking. The present study draws on the idea of a two-factor model and aims to examine the enabler, inhibitor and their antecedents in the context of social media discontinuance.Design/methodology/approachThe proposed theoretical model was empirically validated through an online survey study of 238 social media users in China.FindingsFindings indicated that two negative outcomes of social media use (i.e. social overload and invasion of privacy) induce regret experience and ultimately foster discontinuance intentions. The development of discontinuance intentions was undermined by the level of inertia, which is rooted in social media habit, sunk costs and affective commitment.Originality/valueThis study draws attention to the fundamental difference between continuance and discontinuance behaviors, advances the existing understanding of postadoption behaviors by focusing on discontinuance inhibitors (e.g. inertia) and develops the first two-factor model for social media discontinuance by integrating the regret and status quo bias literature.

Habits and the electronic herd: The psychology behind social media’s successes and failures

“…For example, in a study of Facebook users, the stress of keeping up with the technology and feelings of tiredness and being drained from using it were associated with intentions to reduce future use or to deactivate one's account (Luqman et al., 2017). Discontinuance intentions for social media sites also are tied to feelings of regret and being overloaded by contacts or features on a site (e.g., Fu et al., 2020; Wang et al., 2020).…”

“…When such transition costs outweigh the benefits, people experience cognitive lock‐in (Murray & Häubl, 2007) and have an explicit psychological commitment to the incumbent site due to the perceived sunk costs (Polites & Karahanna, 2012). The result is inertia , which leads to decreased perceptions of the ease of use and relative advantages of the new site, and ultimately impedes discontinuance intentions (Wang et al., 2020). In addition, habits influence intentions in less rational ways.…”

Social Media Screening and Procedural Justice: Towards Fairer Use of Social Media in Selection

“…Studies like the ones conducted by Xiao et al (2020), and Wang et al (2021) demonstrate that this energyconsuming social overload along with invasion of privacy are key enablers that incite users to discontinue social media use. While this phenomenon has received little attention in research on social media so far (Wang et al 2021), its implications should not be disregarded in this context. As Xiao et al (2020) call on providers of social media sites to be considerate of users' processing capability and to give users complete rights over the information they post to protect their privacy, it seems likewise reasonable to expect hiring companies to respect applicants' needs to protect themselves and make efforts to avoid discrimination based on missing social media information.…”

“…Since people change their behaviour in order to avoid such stress, social network fatigue has been found to be one reason why users discontinue using social media (Maier et al 2015). Studies like the ones conducted by Xiao et al (2020), and Wang et al (2021) demonstrate that this energyconsuming social overload along with invasion of privacy are key enablers that incite users to discontinue social media use. While this phenomenon has received little attention in research on social media so far (Wang et al 2021), its implications should not be disregarded in this context.…”

Habits and the electronic herd: The psychology behind social media’s successes and failures

“…For example, in a study of Facebook users, the stress of keeping up with the technology and feelings of tiredness and being drained from using it were associated with intentions to reduce future use or to deactivate one's account (Luqman et al, 2017). Discontinuance intentions for social media sites also are tied to feelings of regret and being overloaded by contacts or features on a site (e.g., Fu et al, 2020;Wang et al, 2020).…”