Abstract
Social media addiction has undergone a remarkable transformation among regular users, but limited research has been conducted on exploring the antecedents of addiction. The purpose of this study is to investigate the relationship between continuance intention and addiction. Moreover, it investigates the moderating role of satisfaction and trust on the relationship between continuance intention and addiction. The developed conceptual model suggests that continuance intention is the antecedent of addiction, while satisfaction and trust act as moderators between continuance intention and addiction. The antecedents of continuance intention are emotional, informational, social, and hedonic values. A survey was conducted to collect data from 572 voluntary participants, and the analysis was performed using SPSS and AMOS. The statistical result showed the effects of emotional, informational, and hedonic values on Facebook use continuance intention, but the effect of social value was not supported. Results also confirmed a significant effect of continuance intention on Facebook addiction. Additionally, it confirmed the moderating role of satisfaction on the impact of continuance intention on Facebook addiction, but the moderating role of trust was not supported. The results of this study provide insight for Facebook users, managers, and policymakers regarding treatment and intervention for Facebook addiction. It discusses several theoretical and practical implications. In this research, we proposed a new model based on extending the associations between perceived value and continuance behaviours theory.
Highlights
As a result of recent technological developments, the Internet has become a fundamental instrument in online communications and transactions
The independent variables were entered into one model and tested using maximum likelihood extraction based on eigenvalue > 1; the KMO values were 0.85, which is above the threshold of acceptability (i.e., 0.5) [77,78], and Bartlett’s tests of sphericity were significant, which designated that the research data were suitable for Exploratory factor analysis (EFA)
The items were loaded into four factors, and to improve the quality of factor analysis, one item was excluded from the “information value” due to low commonalities (i.e., 0.167) [79]
Summary
As a result of recent technological developments, the Internet has become a fundamental instrument in online communications and transactions. In the current digital environment, web-based services have become very popular [1]. Included in these services are the online social networking services (SNSs), which have become a universal concept and a new pattern of communication. These platforms (e.g., Twitter, YouTube, Snapchat, Instagram, and Facebook) have transformed the methods through which people and firms interact [2]. The most popular social network platform is Facebook, due to the perceived values provided to its users [3]. The growing popularity of this platform has led people to spend between 5 and 8 h a day on it [6]
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