Social network fatigue affecting continuance intention of social networking services

Wen Zong (School of Business Administration, Nanjing University of Finance and Economics, Nanjing, China)
Jing Yang (School of Business Administration, Nanjing University of Finance and Economics, Nanjing, China)
Zheshi Bao (School of Business Administration, Nanjing University of Finance and Economics, Nanjing, China)

Data Technologies and Applications

ISSN: 2514-9288

Publication date: 4 February 2019

Abstract

Purpose

The purpose of this paper is to explore how social network fatigue affects continuance intention of social networking services (SNSs) from a more comprehensive perspective.

Design/methodology/approach

A research model was proposed by integrating uses and gratification theory (UGT), social network fatigue and continuance intention. The relationships between the three dimensions of UGT and continuance intention were examined, as well as the direct and moderating effects of social network fatigue. To collect data, an online survey was adopted, and 227 valid responses were analyzed by structural equation modeling.

Findings

The empirical findings demonstrate that utilitarian gratification (information seeking), social gratification (social interaction) and hedonic gratification (perceived enjoyment) are positively associated with SNS users’ continuance intention. Meanwhile, social network fatigue can directly and negatively affect continuance intention. Furthermore, the relationships between the two dimensions of UGT (information seeking, perceived enjoyment) and continuance intention are also negatively moderated by social network fatigue.

Originality/value

This study contributes to the understanding about the relationship between continuance intention and social network fatigue. The authors indicate that social network fatigue will not only directly weaken SNS users’ continuance intention, but also negatively influence the formation process of the continuance intention. Some other theoretical and practical implications are also provided.

Keywords

Citation

Zong, W., Yang, J. and Bao, Z. (2019), "Social network fatigue affecting continuance intention of social networking services", Data Technologies and Applications, Vol. 53 No. 1, pp. 123-139. https://doi.org/10.1108/DTA-06-2018-0054

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Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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