Re-examining the innovation post-adoption process: The case of Twitter discontinuance

Research output: Contribution to journalArticle

Abstract

This study proposes a conceptual framework for innovation post-adoption behavior. The model emphasizes that innovation discontinuance is not the end of the innovation diffusion process but one of the stages. The post-adoption process is portrayed in a manner analogous to Rogers's innovation adoption process, but depending on the type of discontinuance—intermittent or permanent—the respective decision-making process could be quite different. For intermittent discontinuers, the movement through different stages is cyclical, involving multiple stages: pre-evaluation, evaluation, preparation, discontinuance, post-action, and readoption. To provide support for the applicability of this framework, this study compares the post-adoption behavior between Twitter intermittent discontinuers and permanent discontinuers (N = 253). Survey results show that permanent discontinuers are more likely to seek and try out alternative SNSs, whereas intermittent discontinuers are more likely to search for solutions to reduce disturbance. Also, this study argues that Twitter readoption could be a planned or unplanned action. However, this readoption is generally a temporary decision to fulfill short-term needs and gratifications. It does not generate continuance commitment and loyalty to the platform.

Original languageEnglish (US)
Pages (from-to)48-56
Number of pages9
JournalComputers in Human Behavior
Volume103
DOIs
StatePublished - Feb 2020

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Innovation
Diffusion of Innovation
Decision Making
Decision making
Surveys and Questionnaires
Evaluation

Keywords

  • Innovation diffusion theory
  • Post-adoption behavior
  • Readoption
  • Technology discontinuance
  • Twitter

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

Cite this

Re-examining the innovation post-adoption process : The case of Twitter discontinuance. / Ng, Yee Man.

In: Computers in Human Behavior, Vol. 103, 02.2020, p. 48-56.

Research output: Contribution to journalArticle

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