Investigating factors Impacting Discord and Snapchat Use Behavior: Perspective from Swedish users

Abstract

The purpose of this study is to investigate the factors impacting user attitudes towards renowned Discord and Snapchat communication applications based on the Reasoned Action Theory and the Theory of Planned Behavior. Following purposive sampling in the current study, 350 Snapchat and discord users were polled in a cross-sectional field survey. The partial least square structural equation modeling (PLS-SEM) technique is used to examine the proposed framework. The findings show that factors' i.e performance expectancy, effort expectancy, habit, peer influence, perceived enjoyment, and social isolation all have a significant impact on attitude toward communication applications and further impact on communication application use. There are a number of key policy insights outcomes and research directions as well as theoretical and practical ramifications for academics, mobile phone users, communication app developers, and business and digital learning scholars.