Formation and Effect of Social Media Usage Habit

ABSTRACT The widespread of social media (SM) provides information system (IS) research with a great opportunity to examine IS usage habit. This study adapts habit perspectives of social psychology into social media use and contextualizes findings from both service marketing and IS usage literature for developing a model of SM usage habit. The model suggests a set of behavior-, goal-, affect-, and expectation-based factors that drive the formation of habit for SM use, which in turn influences future usage behavior. By testing the model with a longitudinal field survey of 518 social networking service (SNS) users, this study provides an integrative context-specific view of SM usage habit and addresses unconscious habitual IS use beyond the traditional perspectives of conscious intentional behavior. The findings have important implications for promoting sustainability of social media applications and services.

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