Abstract

The study proposes a model to investigate discontinuation of social networking site use based on gratification and distress factors. The model of two contrasting beliefs is founded on Social Exchange Theory (Homans, 1958). The study reviews past research of user motivations to participate in social networking sites, and identifies gratification factors of using the sites, however, uses methods from thematic analysis (Aronson, 1994; Barun & Clarke, 2006) to identify the factors that cause use-based distress. Drawing on the recognition of these two contrasting beliefs and two forms of affective reactions, the article argues that users make cost-benefit assessments leading to post-adoption decisions on whether to continue or discontinue social networking site use. The article concludes with several theoretical and practical contributions.

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