So said, so done? The role of commitment in activity-based check-in discontinuance on APPs

Abstract

Activity-based check-ins (ABC) on social media APPs have been increasingly popular. An incredible phenomenon exists in which ABC users will check in for a long time without discontinuance, sometimes for up to half a year. This study develops an integrated theoretical model based on commitment theory and rational choice theory to explain why ABC users do not discontinue check-ins. Through an online ABC event, we performed a two-stage field study to test the model in an empirical setting. Our findings showed that affective and continuance commitments reduced the discontinuous intention to check in through the mediating mechanisms of perceived loss severity (i.e., the material aspect) and perceived image damage (i.e., the social aspect). Additionally, we revealed that a larger social distance substantially amplified the material aspect of the rational choice process toward discontinuance but attenuated the social aspect. Furthermore, a low level of discontinuance of check-in led to a high level of APP use, which further led to better activity performance. This study contributes theoretically to the social media research by examining ABC behavior in APPs. We also provide practical insights for online activity organizers and APP providers.