SUMMARY
We investigate why some innovative user interface (UI) designs (e.g., Facebook Home), although initially expected to encourage users to accept or adopt social networking applications (apps), actually discouraged users from using those applications over time. Using two experimental studies, we explore the relationship between new design factors and user behavioural intentions. In Study 1, we adopted two-factor theory to discover motivational factors related to using a social networking app. We then designed and created a virtual social networking app (called Unicorn) using these identified motivational factors. In Study 2, we investigated how motivational factors de-motivate user behavioural intentions. We unpacked this relationship using the Technology Acceptance Model (TAM). Further, we explored how involvement level may alleviate this negative relationship. Our results show that users with a high involvement level exhibit a relatively high level of perceived usefulness and perceived playfulness. Therefore, involvement level can alleviate the negative relationship that exists between motivational factors and behavioural intentions. This study provides both theoretical implications to the literature and practical insights for UI designers.