Abstract
Social networking sites (SNS) have become an important communication tool. However, recent statistics show that a large number of people spend excessive time on SNS daily, which may lead to potential social and psychological problems. The existing literature on SNS mostly focuses on the initial adoption and continued use of SNS. Few studies seriously consider compulsive SNS use. Moreover, contemporary scientific literature on the compulsive qualities of social networks on the Internet is scarce.The current study investigates the factors that lead to compulsive SNS use, particularly how habitual SNS use affects individual SNS usage. The existing literature employs cognitive models to explain compulsive SNS behavior. However, by integrating Tiffany’s cognitive model of drug-use behavior and stimulus-response habit learning theory, this research employs a non-cognitive perspective to explain the formation of compulsive SNS usage and to emphasize the role of SNS dependency in this transformation. The compulsive use of SNS may not be a result of rational and cognitive processes. By contrast, this pathological use is a natural consequence of a non-cognitive process. Thus, this study constructs a non-cognitive habit–dependency–compulsion model to explain compulsive SNS use. It further posits that self-regulation can amplify or weaken the relationship between SNS dependency and compulsive SNS use.
A survey was conducted to empirically test the hypotheses in the theoretical model. Data were collected through two channels. In the first channel, data were collected from a convenience sample using the snowball sampling technique. In the second channel, data were collected from students in a Chinese university. A total of 458 valid responses were collected. The partial least squares method was used to assess the research model through a two-step procedure of the measurement and structural models. Results showed that the following hypotheses were supported: (1) SNS habit is positively associated with SNS dependency, and SNS dependency significantly leads to compulsive SNS use. (2) Self-regulation has a negative moderator effect on the relationship between SNS dependency and compulsive SNS use. (3) Tolerance is significantly related to SNS dependency. (4) SNS dependency has a positive impact on withdrawal, which in turn, affects compulsive SNS use.
Finally, this study discusses the theoretical and practical implications of the compulsive use of SNS. The study develops and empirically tests a theoretical model from a non-cognitive perspective and sheds new light on compulsive SNS use. The results of this dissertation provide some valuable insights and practical strategies to SNS managers, schools, parents, and employers. Limitations and proposed areas for further research are discussed. A summary of the findings and a concise conclusion are also provided.
| Date of Award | 3 Jun 2015 |
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| Original language | English |
| Awarding Institution |
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| Supervisor | Kwok On Matthew LEE (Supervisor) |