The issue of social networking sites (SNS) discontinuance has attracted the attention from academia and industry. However, related studies are limited. Drawing on social cognitive theory, this study puts forward a theoretical model of SNS discontinuance intention. 551 valid data were collected via an online survey and further analyzed using SmartPLS3.0. The result shows that, perceived irreplaceable significantly affects SNS excessive use, which further has a significant effect on fatigue and guilt. Also, fatigue and guilt significantly impact discontinuance intention to use SNS. The findings enrich our understanding on social media discontinuance and provide insights on how to prevent user churn in SNS context.
Gan, Chunmei and Xiao, Chen, "Factors Affecting Discontinuance Intention to Use Social Networking Services" (2022). WHICEB 2022 Proceedings. 94.