Social Media Continuance from the Perspective of Commitment

ABSTRACTSocial network services (SNSs) have attracted more than 4.3 billion users worldwide. However, many feel SNSs have had an overall negative impact on society. This study utilizes the theory of reasoned action and rational choice theory to explore factors impacting SNS continuance. In addition, the study explores the moderating effect of commitment (i.e., whether an individual is considering leaving their SNS), on factors impacting continuance intention. Using 492 responses collected using MTurk, findings indicate that perceived benefits (i.e., enjoyment and learning) and the costs of non-usage (i.e., fear of missing out (FoMO)) positively impact an individual’s attitude toward SNS continuance while the cost of usage (i.e., privacy concerns) has a negative effect. Also, commitment was found to significantly affect the impact of FoMO on attitudes toward continuance. This study makes several significant contributions both to theory and practice related to individuals evolving perspectives on SNS usage.