Why Do I Keep Checking My Facebook? The Role of Urge in the Excessive Use of Social Networking Sites

With the advance of information technologies and widespread deployment of data services, users can access social networking sites (SNSs) almost anytime and anywhere, resulting in an incessant urge to check SNSs. Till now, little is known about the precursors of urge and its role in the development of SNS excessive use. Therefore, we proposed and tested a research model that examines the role of urge in checking SNSs. Empirical evidence from a survey of 205 respondents showed that instant gratification and withdrawal are important factors of the urge to check SNSs, the urge to check SNSs was found to have a significant impact on the excessive use. We concluded with implications to research and practice.