Predictors of social networking service addiction.

The surge in social network services (SNS) usage has ignited concerns about potential addictive behaviors stemming from excessive engagement. This research focuses on pinpointing the primary determinants of SNS addiction by introducing a theoretical framework centered on flow, perceived enjoyment, and habit. A sample of 282 SNS users from South Korea was surveyed, and the gathered data was assessed through partial least squares structural equation modeling (PLS-SEM). The evaluation revealed that positive affect closely relates to flow and perceived enjoyment, whereas negative affect amplifies flow but diminishes perceived enjoyment. Additionally, the research underscored that social influence significantly shapes habits and affects perceived enjoyment. Notably, flow demonstrated a strong connection to addiction, and perceived enjoyment influenced both flow and habit significantly. Habit was directly linked to addiction. These insights pave the way for more in-depth studies on SNS addiction patterns and offer a foundation for devising effective strategies to mitigate its adverse effects.