Article

Effects of social network services (SNS) subjective norms on SNS addiction

Published in: Journal of Psychology in Africa
Volume 29 , issue 6 , 2019 , pages: 582–588

DOI: 10.1080/14330237.2019.1694735

Author(s): Joon-ho Kim The Cultural Policy Network, South Korea , Goon-ju Kim Department of Future Strategy, South Korea , Hyun-ju Choi Department of Cultural & Arts Management, South Korea , Bong-ihn Seok Commercialization Finance Team, South Korea , Nam-hyun Lee Department of Performing Arts, South Korea

Keywords: addiction , connectivity , perceived pleasure , social network services , subjective norms

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Abstract

We examined social network services (SNS) influence on SNS subjective norms for connectivity, perceived pleasure, and addiction. Utilising survey data of ordinary South Africans (N = 927; female = 393), collected by a global research institution (Entrust Survey) between 1 and 10 October 2019. We performed structural equation modelling to map the SNS influences on social connectivity, pleasure, and addition. Our findings indicate SNS subjective norms positively influence connectivity. Additionally, SNS subjective norms and connectivity positively influence perceived pleasure. The interactive term for SNS subjective norms, perceived pleasure, and connectivity had positive effects on SNS addiction. Therefore, the social factors of subjective norms appear to influence SNS usage, which in turn leads to behavioural changes such as seeking pleasure from their usage.

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