| Summary: | <p> Facebook is stable and growing in users; however, the social networking site has seen a drop in certain areas of user participation. This study considers the reasons for potential user abandonment of Facebook with a complex analysis into not only the reasons cited by users as to why they abandon Facebook, but also the compilation of those reasons as part of an overall perception formulated about Facebook. Such reasons contribute to the perception of Facebook as user centric or nonuser-centric. The study hypothesizes that through a process of diffusion of innovation, a non-user-centric perception is growing among Facebook’s users. Furthermore, the study compounds upon present research on innovation abandonment theory to offer explanation on the correlation between a perception of Facebook as nonuser-centric and Facebook user abandonment. </p><p> <i>Keywords:</i> Facebook, perception, user-centric, nonuser-centric, diffusion of innovation.</p>
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