Exploring the dynamics of mobile app addiction: the interplay of communication, affective factors, flow, perceived enjoyment, and habit.

The rapid proliferation of mobile apps and their increasing usage have led to growing concerns about potential addiction among users. Previous research has identified several factors that contribute to addiction, including flow, perceived enjoyment, and habit. However, the underlying mechanisms and the role of affective factors remain unclear. This study aims to elucidate the key factors that affect mobile app addiction by proposing a theoretical framework incorporating communication, affective factors, flow, perceived enjoyment, and habit. Data were collected from 320 mobile app users through a questionnaire survey. The research employed partial least squares structural equation modeling (PLS-SEM) to analyze the data and test the proposed relationships. The analysis indicates that communication is significantly associated with perceived enjoyment but does not directly affect flow and habit. The research unveils that positive affect significantly influences both flow and perceived enjoyment, but does not influence habit. Negative affect was found to have no significant effect on flow, perceived enjoyment, and habit. The results demonstrate that flow, perceived enjoyment, and habit are significantly related to addiction. The findings reveal that perceived enjoyment has a substantial impact on both flow and habit. These findings offer valuable guidelines for future research and practical implications for developers and policymakers in addressing the challenges associated with mobile app addiction.