Why Do I Keep Checking Facebook: Effects of Message Characteristics On the Formation of Social Network Services Addiction

Nowadays, social media has become an important tool for individuals to communicate with others. Recent statistics show that a large number of people spend plenty of time on social network websites daily, which may lead to some potential social and psychological problems. In this study, we define the new concept of Social Network Services (SNS) addiction, and claim that it is different from other online addictions (e.g., online shopping addiction, online gambling addiction and online pornography addiction) studied before. Then we give a reasonable explanation for the formation of SNS addiction, and emphasize the mediating role of SNS use habit in this process. Last but not least, we posit that message characteristics: message richness and message synchronicity can amplify or weaken the relationship between SNS use habit and SNS addiction. A survey will be conducted to empirically test the hypotheses in the theoretical model in future study.

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