Mobile SNS Addiction as A Learned Behavior: A Perspective from Learning Theory

ABSTRACT

This study developed an Integrated Learning Model to explain the acquisition of mobile SNS addiction through classical conditioning, operant conditioning, and social learning. 523 participants in mainland China joined the study, which employed PLS-SEM to analyze the survey data. The findings indicate that the three learning models explained most of the variance in mobile SNS addiction. Specifically, use intensity, psychological enhancement, playfulness, and social identity in the Integrated Learning Model were jointly associated with the acquisition of mobile SNS addiction. Multi-group comparisons based on the number of mobile SNSs revealed that the greater the number of mobile SNSs individuals utilized, the stronger the relationship between psychological enhancement generated by them and mobile SNS addiction. Furthermore, the gender comparison unveiled that use intensity was more significantly associated with mobile SNS addiction for females than males whereas social identity was more likely to put males at risk for mobile SNS addiction than females. The study’s findings offer significant contributions to and implications for existing research on mobile SNS addiction and its solutions.