Effects of social network services (SNS) subjective norms on SNS addiction

Abstract

We examined social network services (SNS) influence on SNS subjective norms for connectivity, perceived pleasure, and addiction. Utilising survey data of ordinary South Africans (N = 927; female = 393), collected by a global research institution (Entrust Survey) between 1 and 10 October 2019. We performed structural equation modelling to map the SNS influences on social connectivity, pleasure, and addition. Our findings indicate SNS subjective norms positively influence connectivity. Additionally, SNS subjective norms and connectivity positively influence perceived pleasure. The interactive term for SNS subjective norms, perceived pleasure, and connectivity had positive effects on SNS addiction. Therefore, the social factors of subjective norms appear to influence SNS usage, which in turn leads to behavioural changes such as seeking pleasure from their usage.

Keywords:

• addiction
• connectivity
• perceived pleasure
• social network services
• subjective norms

ORCID

Joon-ho Kim http://orcid.org/0000-0001-6389-1136