Determinants of Social Networking Services Fatigue: Focusing on Veblen’s Perspective

Sung Yul Ryoo; kyung kyu kim

doi:10.34163/jkits.2017.12.3.001

In hyper-connected communication environment, users of social networking services (SNSs) often consume highly conspicuous SNSs in order to advertise their SNSs, thereby achieving greater social status. SNSs users have a willingness to pay a higher time and effort for making social relationships and then engage in conspicuous consumption of SNSs by overpaying for conspicuous social relationships. These overpayment for conspicuous consumption of SNSs may cause SNSs fatigue. As SNSs have rapidly grown, there has been little attempts to examine why individuals continue to overuse SNSs even though they have felt regret on using it. Using Veblen’s conspicuous consumption theory as the overarching theory, this study regards both conspicuous consumption tendency and competitiveness as antecedents of conspicuous SNSs consumption. This study also regards conspicuous SNSs consumption as an determinant SNSs fatigue. The data used in this study were collected from 342 individuals through online surveys. The results show that conspicuous consumption tendency has significant impacts on conspicuous SNSs consumption. Competitiveness also significantly influenced conspicuous SNSs consumption. Then, conspicuous SNSs consumption was a significant predictor of SNSs fatigue. The contribution for research is that it develops and tests a integrative model of understanding conspicuous SNSs use by employing Veblen’s conspicuous consumption theory.

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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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이 논문은 한국연구재단의 지원을 받아 작성되었습니다.

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