Unpacking Detrimental Effects of Network Externalities on Privacy Invasion, Communication Overload and Mobile App Discontinued Intentions: A Cognition-Affect-Conation Perspective

Recently, mobile apps are rapidly emerging as an important information instrument, with the potential to boost convenience and efficiency in everyday life. The adoption of mobile apps can exert a positive influence on individuals, but also lead to adverse perceptions in different ways. The crucial issue arising is what motivates people’s discontinued use of such services. Furthermore, the roles of communication overload and privacy invasion between network externalities and discontinued use intentions have not been thoroughly examined. The primary objective of this article is to investigate if negative network externalities may result in privacy invasion, communication overload and discontinued intentions, and how the underlying mechanism operates. This current research collected and evaluated data from 696 mobile app users utilizing the structural equation model (SEM) technique. The findings demonstrate that perceived critical mass and perceived complementarity positively affect the privacy invasion of mobile app users. Particularly, it was discovered that privacy invasion and communication overload mediate the association between network externalities and mobile app discontinued use intentions. This article may not only enrich the ongoing contemporary critical discussion on new information technology usage, but also offer significant theoretical and practical implications for mobile app researchers and practitioners.