Multi-homing on SNSs: The role of optimum stimulation level and perceived complementarity in need gratification

• We develop a theoretical model of users’ intention to multi-home on SNSs.
• Perceived complementarity between different SNSs drives multi-homing intention.
• Optimum stimulation level positively influences perceived complementarity.
• Complementarity in interpersonal communication enhances intention to multi-home.
• Complementarity in gratifying information need strengthens multi-homing intention.

Given the increasingly intense competition for social networking sites (SNSs), ensuring sustainable growth in user base has emerged as a critical issue for SNS operators. Contrary to the common belief that SNS users are committed to using one SNS, anecdotal evidence suggests that most users use multiple SNSs simultaneously. This study attempts to understand this phenomenon of users’ multi-homing on SNSs. Building upon optimum stimulation level (OSL) theory, uses and gratifications theory, and literature on choice complementarity, a theoretical model for investigating SNS users’ multi-homing intention is proposed. An analysis of survey data collected from 383 SNS users shows that OSL positively affects users’ perceived complementarity between different SNSs in gratifying their four facets of needs, namely, interpersonal communication, self-presentation, information, and entertainment. Among the four dimensions of perceived complementarity, only interpersonal communication and information aspects significantly affect users’ intention to multi-home on SNSs. The results from this study offer theoretical and practical implications for understanding and managing users’ multi-homing use of SNSs.