Why SNS Usage Can Become So Compulsive

Social networking sites (SNS) have become an important tool for individuals to communicate with others. However, recent statistics show that a large number of people spend too much time on social network websites daily, which may lead to potential social and psychological problems. Previous SNS literature mostly focused on the initial adoption and continued use of SNS. Few researchers seriously considered the situation of compulsive SNS use. Moreover, contemporary scientific literature addressing the compulsive qualities of social networks on the Internet is scarce.The current study investigates what factors leads to compulsive SNS use, especially how habitual SNS use take effects on individuals’SNS usage. 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, a non-cognitive habit-dependency-compulsion model was constructed to explain compulsive SNS use. We further posit that self-regulation can amplify or weaken the relationship between SNS dependency and compulsive SNS use.A survey was conducted to test empirically the hypotheses in the theoretical model, wherein 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 of458valid responses were collected. Partial least squares method was used to assess the research model through a two-step procedure of the measurement and structural models. Results show 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) the negative moderator effect of self-regulation on the relationship between SNS dependency and compulsive SNS use was supported;3) tolerance is significantly related to SNS dependency;4) SNS dependency has positive impacts on withdrawal, which in turn, affects compulsive SNS use.Finally, this study discusses the theoretical and practical implications of compulsive use of SNS. This 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.