From usefulness to addiction

This study investigates why Generation Z adopts emerging social media platforms like Threads despite coexisting digital risks and benefits. Integrating Social Impact Theory, the Technology Acceptance Model, and dual-process frameworks, we propose an integrative model where social impact (SI) triggers both reflective (System 2: PU, PEU) and experiential (System 1: PP, immersion risks) pathways. Data from 314 users were analyzed using PLS-SEM and GSCA for structural validation, alongside machine learning (Random Forest) for predictive utility. Results indicate that SI significantly elevates both acceptance perceptions and immersion-related risks, including internet addiction. While PU, PEU, and PP primarily drive behavioral intention, the positive association between internet addiction and intention suggests compulsive continuance rather than voluntary motivation. In contrast, inefficiency and time distortion do not significantly deter usage. Machine learning findings converge with SEM results, identifying SI, PP, and PU as the strongest predictors. This research clarifies the dual psychological drivers of Gen Z engagement and demonstrates the methodological value of combining explanatory modeling with predictive analytics

Continuance · Experiential learning · Perception · Social media · Structural equation modeling · Technology Acceptance Model · The Internet · Digital Marketing and Social Media · Impact of Technology on Adolescents · Technology Adoption and User Behaviour