The purpose of this paper is to explore whether negative network externalities would contribute to social networking site (SNS) fatigue and how this mechanism works.
A research model was proposed integrating two dimensions of negative network externalities and three dimensions of mediators (impression management concern, privacy concern, and social overload) to indicate how negative network externalities affect users’ SNS fatigue. Online questionnaires were adopted to collect data, and 307 valid samples were analyzed by structural equation modeling approach.
The findings indicate that negative network externalities have significant indirect effects on SNS fatigue through impression management concern, privacy concern, and social overload, and among the three dimensions, privacy concern plays a more important role.
This study offers a solidly grounded and well-demonstrated conceptual model that not only indicates the effects of negative network externalities in the context of SNS but also facilitates the understanding of SNS fatigue. Some theoretical and practical implications are also provided.
This study is novel in exploring users’ SNS fatigue a perspective of negative network externalities. Besides, the mediating roles of impression management concern, privacy concern, and social overload have been employed to indicate the formation of SNS fatigue.
