Investigating users' discontinuous usage intention toward social networking sites: the roles of motivation and affectivity

Purpose This study is based on the regulatory focus theory and conservation of resources theory to examine how information confusion leads to users’ discontinuous usage intention of social networking sites (SNSs), with the mediating mechanisms of users’ motivation and affectivity. Design/methodology/approach Data were obtained from 270 users in different SNSs in Vietnam. Structural equation modeling was used to analyze the sample data and test the hypotheses. Findings Results show that information confusion has a positive influence on discontinuous usage intention, and prevention focus positively mediates this relationship. Furthermore, the negative affectivity positively mediates the link between information confusion and discontinuous usage intention and that between prevention focus and discontinuous usage intention. In addition, prevention focus and negative affectivity together play a serial mediating effect in the link between information confusion and discontinuous usage intention. Originality/value This study extends the regulatory focus theory and conservation of resources theory to validate a model that explains the transitional process of users’ motivation and affectivity in the link between information confusion and discontinuous usage intention of SNSs. The findings of this study provide implications for academic researchers and business managers of SNSs to understand and make better decisions to retain their users.