Social Networking Site Use Resumption: A Model of Return Migration

This research explains why individuals resume using social networking sites (SNSs) after terminating their use. Drawing on return migration theory, we developed a theory-driven model of SNS resumption that includes two novel antecedents behavior: nonuse-related dissatisfaction and use-related satisfaction. We also hypothesize dispositional resistance to change moderates the impact satisfaction resumption. used mixed methods approach refine evaluate model. Study 1 critical incident method identify SNS-specific satisfaction, allowing us 2 structural equation modeling our three-wave surveys: one with recent ex-users who recently decided stop delete profiles Facebook long-standing stopped deleted long time ago. found support for most relationships in model: drive intentions, these relationships. Furthermore, elapsed since users discontinued moderated such effect intention is stronger ex-users. Our findings advance understanding resumption, an understudied behavior IT lifecycle use acceptance research.