Understanding SNS use reduction from the perspective of the cognitive-affective model

Purpose This investigation delves into the elements influencing social networking sites (SNS) use reduction behavior through the lens of the cognitive-affective (CA) model to understand the driving forces behind the decline in SNS use. Design/methodology/approach Following the CA model, this research introduces a theoretical framework that integrates the emotions of regret and guilt along with the principles of cognitive dissonance theory. The proposed theoretical framework was subjected to empirical validation, utilizing 453 responses gathered from Instagram users. Findings The results suggest that the emotions of regret and guilt have a favorable impact on users’ intention to decrease their SNS usage, with cognitive dissonance exerting an indirect positive influence through these emotions. Additionally, further examination unveils that fear moderates the connection between users’ SNS addiction and the CA components. Research limitations/implications Additional cognitive and affective responses may influence the intricate relation between SNS addiction and SNS use reduction intention. Originality/value This research contributes to the existing body of knowledge on the information system use lifecycle by examining shifts in user behavior, notably the transition from excessive use to the adoption of use reduction strategies. Furthermore, it sheds light on the intricate role of cognitive dissonance in elucidating the intention to reduce SNS use from the perspective of the CA model. Additionally, this study advances our current understanding of how the fear of negative consequences arising from excessive usage plays a role as a moderating factor in elucidating the underlying internal factors related to reducing SNS usage.