The mental accounting and moderating role of habit in usage of online social media: Implications for higher education

Abstract

This study proposes a mental accounting and habit model of online social media (OSM) usage to examine the moderating effect of habit and distinct impact of OSM attributes on the value assessment and behavioral choices of the technology. The model was validated using data from a field survey of online social networking services (OSNS). This study contributes to information systems (IS) research, and has practical implications for practitioners and administrators of higher education.