Paper Number
1555
Paper Type
Complete Research Paper
Abstract
Organizations such as social networking sites (SNS) increasingly benefit from users who re-subscribe to the original service within 12 months. Recent research refers to this phenomenon as SNS use resumption, the behaviour of ex-users returning to an SNS they previously used and stopped using. While research has uncovered some aspects that push ex-users away from their current situation of not using SNS (e.g., information underload), not much is known about what might pull ex-users back to the SNS they stopped using. Therefore, to complement existing IS research, we conducted an empirical study with 259 SNS ex-users to examine the effect of four pull factors (hedonic value, information value, social value, and emotional value) on their intention to resume SNS use. Our results show that hedonic and information values influence SNS use resumption intention, while social and emotional values are insignificant predictors. Our findings provide implications for future research and inform SNS providers on how to bring back ex-users.
Recommended Citation
Hotter, Nina; Stoeckl, Franziska; Meier, Marco; Rous, Sebastian; Eckhardt, Andreas; and Maier, Christian, "What Pulls Ex-Users Back? A Value-Based Perspective on Explaining SNS Use Resumption" (2024). ECIS 2024 Proceedings. 5.
https://aisel.aisnet.org/ecis2024/track20_adoption/track20_adoption/5
What Pulls Ex-Users Back? A Value-Based Perspective on Explaining SNS Use Resumption
Organizations such as social networking sites (SNS) increasingly benefit from users who re-subscribe to the original service within 12 months. Recent research refers to this phenomenon as SNS use resumption, the behaviour of ex-users returning to an SNS they previously used and stopped using. While research has uncovered some aspects that push ex-users away from their current situation of not using SNS (e.g., information underload), not much is known about what might pull ex-users back to the SNS they stopped using. Therefore, to complement existing IS research, we conducted an empirical study with 259 SNS ex-users to examine the effect of four pull factors (hedonic value, information value, social value, and emotional value) on their intention to resume SNS use. Our results show that hedonic and information values influence SNS use resumption intention, while social and emotional values are insignificant predictors. Our findings provide implications for future research and inform SNS providers on how to bring back ex-users.
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