Investigating factors influencing non-use and abandonment of microblogging services
Goh, Dion Hoe-Lian
Date of Issue2012
Wee Kim Wee School of Communication and Information
This study explores the reason for non-usage and abandonment of microblogging. While previous studies mainly focused on individual behaviors associated with the use of social media, this research identifies why people do not use, or terminate their microblogging accounts. Studying the reasons for non-usage and abandonment is important as it helps organizations devise strategies to counteract this behavior by addressing nonusers' concerns. First, focus group interviews were conducted to uncover non-usage reasons. The elicited reasons were then used to construct a survey instrument and administered. Our results suggests that preference for other technologies, privacy concern and time constraints are the top three reasons contributing to the non-use and abandonment of microblogging accounts. The paper also proposes potential improvements to microblogs to attract more users.
DRNTU::Library and information science::Archives and records management::Digital preservation
Journal of digital information management
© 2012 Digital Information Research Foundation. This paper was published in Journal of Digital Information Management and is made available as an electronic reprint (preprint) with permission of Digital Information Research Foundation. The paper can be found at the following official URL: http://www.dirf.org/jdim/v10i6.asp. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.