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http://dx.doi.org/10.14400/JDC.2021.19.5.215

A Study on the Influencing Factors on Social Media Use Intensity and Fatigue, and the Moderating Effect of Process Incentive Expectations  

Park, Kiho (Dept of Management of Digital Technology, Hoseo University)
Publication Information
Journal of Digital Convergence / v.19, no.5, 2021 , pp. 215-227 More about this Journal
Abstract
This study empirically studied the factors affecting the intensity of use of mobile social media and fatigue. Theories for the research framework were based on the theory of planned behavior, the theory of private information protection, the theory of flow, and the theory of process incentives. As a result of data analysis, it was found that self-efficacy, user habits, and flow experience positively influence the intensity of mobile social media use. This study assumed that personal information protection issues negatively affect the intensity of mobile social media use, but have little influence on the use intensity. The intensity of media use had a positive effect on media fatigue. In other words, when the intensity of using mobile social media increased, the feeling of fatigue increased. The expected process incentives variable did not show a moderating effect between media use intensity and social media fatigue. The findings will have implications for social media-related companies and organizations that want to use social media tools for business and public services.
Keywords
Mobile Social Media; Social Media Fatigue; Use Behavior; Social Network Service; Self-Efficacy; Flow Theory;
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