Vacationing from Facebook: Adoption, Temporary Discontinuance, and Readoption of an Innovation

Abstract

Individuals discontinue use of a technological innovation in two situations: when a superior innovation outmodes an inferior one (replacement discontinuance) and when the performance of an innovation is no longer perceived as satisfactory (disenchantment discontinuance). In both situations, diffusion of innovations (DOI) theory implicitly assumes the rejection of the innovation is permanent. However, a new behavioral phenomena surrounding Facebook—the so-called “Facebook vacation”—suggests some innovations are only temporarily discontinued. Using nationally representative survey data, this study explores demographic and motivational factors that contribute to “temporary discontinuance” and readoption of Facebook. Results show, counter to DOI's predictions, that respondent socioeconomic status and geographical location explain little variation in temporary Facebook discontinuance behavior. Additionally, a majority of Facebook users report temporarily leaving because the Web site is a burden on personal time and cognitive and social resources—motivations not readily explained by DOI theory.

Keywords:

• Diffusion of Innovations (DOI) Theory
• Facebook
• Information Overload
• Innovation Discontinuance
• Social Networking

Notes

It is important to note that this study has limitations. Importantly the use of cross-sectional data does not allow this study to examine temporary discontinuance and readoption rates over time. Future research could employ longitudinal data to examine temporal factors that influence temporary discontinuance and readoption. It is possible, for instance, that college students are more likely to temporarily discontinue Facebook during the summer months and readopt Facebook when the fall semester (and socializing with college friends) is underway.

Additional information

Notes on contributors

Chance York

Chance York (PhD, Louisiana State University, 2014) is an assistant professor in the School of Journalism and Mass Communication at Kent State University.

Jason Turcotte

Jason Turcotte (PhD, Louisiana State University, 2014) is an assistant professor in the Department of Communication at California State Polytechnic University, Pomona.