Social Networking Site Use Resumption: A Model of Return Migration
Authors: Maier, Christian; Laumer, Sven; Thatcher, Jason Bennett; Sun, Heshan; Weinert, Christoph; Weitzel, Tim
Journal: Journal of the Association for Information Systems (2021)
DOI: 10.17705/1jais.00688
<jats:p>This research explains why individuals resume using social networking sites (SNSs) after terminating their use. Drawing on return migration theory, we developed a theory-driven model of SNS resumption that includes two novel antecedents of SNS resumption behavior: nonuse-related dissatisfaction and use-related satisfaction. We also hypothesize that dispositional resistance to change moderates the impact of nonuse-related dissatisfaction and use-related satisfaction on resumption. We used a mixed methods approach to refine and evaluate the research model. Study 1 used the critical incident method to identify SNS-specific antecedents of nonuse-related satisfaction and use-related satisfaction, allowing us to refine the research model. Study 2 used structural equation modeling to evaluate our research model using two three-wave surveys: one with recent ex-users who recently decided to stop using and delete their profiles on Facebook and one with long-standing ex-users who stopped using and deleted their profiles on Facebook a long time ago. We found support for most relationships in our model: nonuse-related dissatisfaction and use-related satisfaction drive resumption intent…