Effects of Psychological Discomfort on Social Networking Site (SNS) Usage Intensity During COVID-19.

To cope with the COVID-19 pandemic, many countries are implementing social measures. Social distancing, working from home, and non-face-to-face lectures have led to major changes in people's activities. Since face-to-face classes are restricted, students in higher education become to feel psychological and cognitive discomforts such as isolation and risk perception. The purpose of this study is to explore the effects of psychological discomforts on the social network site (SNS) usage intensity of University students. Using structural equation modeling (SEM), this study applied SmartPLS 3.3.9 to analyze 271 valid samples. The results show that the affective risk perception significantly affects social distancing attitude. Cognitive risk perception is positively related to social distancing intention. In addition, cabin fever syndrome influences SNS usage intensity, affective risk perception, and cognitive risk perception. In conclusion, psychological discomfort partially affects the intensity of SNS use. Therefore, the government should set policies by reflecting citizens' mental difficulties and SNS activities together. Moreover, companies are needed to carefully consider the risk of the sense of isolation when marketing to SNS users.