Re-examining the innovation post-adoption process: The case of Twitter discontinuance

This study proposes a conceptual framework for innovation post-adoption behavior. The model emphasizes that innovation discontinuance is not the end of the innovation diffusion process but one of the stages. The post-adoption process is portrayed in a manner analogous to Rogers's innovation adoption process, but depending on the type of discontinuance—intermittent or permanent—the respective decision-making process could be quite different. For...