Understanding and Modeling Usage Decline in Social Networking Services

  • Christian Sillaber
  • Joanna Chimiak-Opoka
  • Ruth Breu
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 172)


In this paper, we propose a new research model that describes why users leave social network services. Multiple models and theories were proposed in the past that describe why users join in on innovation, become active users of new IT solutions and adopt technology. But no concise model has been established that explicitly focuses on why users withdraw from social network services – or web based technology in general. The goal of this paper is to develop, based on established theories of information systems research, a research model that provides a predictive set of rules for analyzing user withdrawal from social network services.


Social Network Research Model Social Networking Site Online Social Network Technology Acceptance Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Adams, D., Nelson, R., Todd, P.: Perceived usefulness, ease of use, and usage of information technology: a replication. MIS Q. 16(2), 227–247 (1992)CrossRefGoogle Scholar
  2. 2.
    Agarwal, R., Prasad, J.: The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies. Decision Sciences 28(3), 557–582 (1997)CrossRefGoogle Scholar
  3. 3.
    Ajzen, I.: The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2), 179–211 (1991), doi:10.1016/0749-5978(91)90020-TCrossRefGoogle Scholar
  4. 4.
    Boyd, D.M., Ellison, N.B.: Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication 13(1), 210–230 (2008)CrossRefGoogle Scholar
  5. 5.
    Chapman, C.: Social Network Design - Examples and best practices (2010)Google Scholar
  6. 6.
    Chuttur, M.: Overview of the Technology Acceptance Model: Origins, Developments and Future Directions. Technology 9(2009) (2009)Google Scholar
  7. 7.
    Colvin, C.A., Goh, A.: Validation of the technology acceptance model for police. Journal of Criminal Justice 33(1), 89–95 (2005), doi:10.1016/j.jcrimjus.2004.10.009CrossRefGoogle Scholar
  8. 8.
    DeSanctis, G., Poole, M.S.S.: Capturing the complexity in advanced technology use: Adaptive structuration theory. Organization Science 5, 121–147 (1994)CrossRefGoogle Scholar
  9. 9.
    Dick, A.S., Basu, K.: Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science 22(2), 99–113 (1994), doi:10.1177/0092070394222001CrossRefGoogle Scholar
  10. 10.
    Ellison, N.B., Steinfield, C., Lampe, C.: The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication 12(4), 1143–1168 (2007), doi:10.1111/j.1083-6101.2007.00367.xCrossRefGoogle Scholar
  11. 11.
    Epstein, L.G., Zin, S.E.: Substitution, Risk Aversion, and the Temporal Behavior of Consumption and Asset Returns: An Empirical Analysis. The Journal of Political Economy 99(2), 263–286 (1991)CrossRefGoogle Scholar
  12. 12.
    Gefen, D., Straub, D.W.: Gender differences in the perception and use of e-mail: An extension to the technology acceptance model. MIS Quarterly 21(4), 389–400 (1997)CrossRefGoogle Scholar
  13. 13.
    Giddens, A.: The constitution of society: outline of the theory of structuration. University of California Press (1984)Google Scholar
  14. 14.
    Gu, R., Oh, L.-B., Wang, K.: Determinants of Customer Loyalty for Social Networking Sites. In: Sharman, R., Rao, H.R., Raghu, T.S. (eds.) WEB 2009. LNBIP, vol. 52, pp. 206–212. Springer, Heidelberg (2010)CrossRefGoogle Scholar
  15. 15.
    Hargittai, E.: Whose Space? Differences Among Users and Non-Users of Social Network Sites. Journal of Computer-Mediated Communication 13(1), 276–297 (2008), doi:10.1111/j.1083-6101.2007.00396.xCrossRefGoogle Scholar
  16. 16.
    Heckhausen, H.: Achievement motivation and its constructs: A cognitive model. Motivation and Emotion 1(4), 283–329 (1977)CrossRefGoogle Scholar
  17. 17.
    Hsu, C.: Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management 41(7), 853–868 (2004)CrossRefGoogle Scholar
  18. 18.
    Joinson, A.N.: Looking at, looking up or keeping up with people? Motives and use of facebook. In: Proceeding of the Twenty-Sixth Annual SIGCHI Conference on Human Factors in Computing Systems, pp. 1027–1036. ACM (2008)Google Scholar
  19. 19.
    Jonassen, D.H., Peck, K.L., Wilson, B.G.: Learning with technology: A constructivist perspective, vol. 16. Prentice-Hall (1999)Google Scholar
  20. 20.
    Kumar, R., Novak, J., Tomkins, A.: Structure and evolution of online social networks. In: Link Mining: Models, Algorithms, and Applications, pp. 337–357 (2010)Google Scholar
  21. 21.
    Lampe, C., Ellison, N.B., Steinfield, C.: Changes in use and perception of facebook. In: Proceedings of the ACM 2008 Conference on Computer Supported Cooperative Work, CSCW 2008, p. 721 (2008), doi:10.1145/1460563.1460675Google Scholar
  22. 22.
    Lerman, K.: User Participation in Social Media: Digg Study. In: 2007 IEEE/WIC/ACM International Conferences on Web Intelligence and Intelligent Agent Technology - Workshops, pp. 255–258 (2007), doi:10.1109/WI-IATW.2007.68Google Scholar
  23. 23.
    Livingstone, S.: Taking risky opportunities in youthful content creation: teenagers’ use of social networking sites for intimacy, privacy and self-expression. New Media & Society 10(3), 393–411 (2008), doi:10.1177/1461444808089415CrossRefGoogle Scholar
  24. 24.
    Maia, M., Almeida, J., Almeida, V.: Identifying user behavior in online social networks. In: Proceedings of the 1st Workshop on Social Network Systems, pp. 1–6. ACM (2008)Google Scholar
  25. 25.
    Mankoff, J., Matthews, D., Fussell, S., Johnson, M.: Leveraging Social Networks To Motivate Individuals to Reduce their Ecological Footprints. In: 2007 40th Annual Hawaii International Conference on System Sciences, HICSS 2007, p. 87 (2007), doi:10.1109/HICSS.2007.325Google Scholar
  26. 26.
    Miller, N.E., Dollard, J.: Social Learning and Imitation, vol. 39. Yale University Press (1941), doi:10.1037/h0050759Google Scholar
  27. 27.
    Morris, M.G., Venkatesh, V.: Age differences in technology adoption decisions: Implications for a changing work force. Personnel Psychology 53(2), 375–403 (2000)CrossRefGoogle Scholar
  28. 28.
    Nooy, W.D.: Social Network Analysis, Graph Theoretical Approaches. Network, 1–23 (1994)Google Scholar
  29. 29.
    Raacke, J., Bonds-Raacke, J.: MySpace and Facebook: applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior: The Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society 11(2), 169–174 (2008), doi:10.1089/cpb.2007.0056Google Scholar
  30. 30.
    Schmitz, J., Fulk, J.: Organizational colleagues, media richness, and electronic mail: A test of the social influence model of technology use. Communication Research 18(4), 487–523 (1991)CrossRefGoogle Scholar
  31. 31.
    Sheppard, B.H., Hartwick, J., Warshaw, P.R.: The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. The Journal of Consumer Research 15(3), 325–343 (1988)CrossRefGoogle Scholar
  32. 32.
    Sillaber, C., Chimiak-Opoka, J.: Social Requirements Engineering Overview. Computer, 1–13 (2011)Google Scholar
  33. 33.
    Tjan, A.K.: Finally, a way to put your Internet portfolio in order. Harvard Business Review 79(2), 76–85 (2001)Google Scholar
  34. 34.
    Tornatzky, L.G., Eveland, J.D., Boylan, M.G., Hetzner, W.A., Johnson, E.C., Roitman, D., Schneider, J.: The process of technological innovation: Reviewing the literature (1983)Google Scholar
  35. 35.
    Venkatesh, V.: Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research 11(4), 342–365 (2000)CrossRefGoogle Scholar
  36. 36.
    Venkatesh, V., Morris, M.G., Davis, G.B.: A Unified Theory of Acceptance and Use of Technology. MIS Quarterly (2003)Google Scholar
  37. 37.
    Walther, J.B., Van Der Heide, B., Kim, S.Y., Westerman, D., Tong, S.T.: The Role of Friends Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep? Human Communication Research 34(1), 28–49 (2008), doi:10.1111/j.1468-2958.2007.00312.xCrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Christian Sillaber
    • 1
  • Joanna Chimiak-Opoka
    • 1
  • Ruth Breu
    • 1
  1. 1.University of InnsbruckInnsbruckAustria

Personalised recommendations