With the rising concerns of compulsive use of social media, it is important to understand why users develop such unplanned and irrational behaviors. Leveraging the uses and gratification theory, the authors aim to explore the determinants of compulsive use of social media from the dual perspectives of individual needs (need to belong (NTB) and need for uniqueness) and peer-related factors (referent network size and perceived peer activeness). Due to the importance of self-construal in cognitive deliberation on peer influences, the moderating effects of self-construal were taken into consideration.
The authors empirically test their model by conducting an online survey with 459 WeChat users.
The results show that compulsive use of social media is predicated by both individual needs and influence from peers. Moreover, peer influence could be attenuated when individuals develop a high degree of independent self-construal.
The authors' study contributes to the research of compulsive behavior in the context of social media use by incorporating the dual effects of individual needs and social influence. The authors also offer managerial insights on eradicating the formation of compulsive behaviors.
The authors examine the dual effects of individual needs and peer influence in predicting compulsive use of social media and the moderating role of self-construal, which have been rarely investigated in this context.
