DOPAMINE TRIGGERS AND APP ABANDONMENT: A BEHAVIOURAL ANALYTICS STUDY ON GEN Z’S ENGAGEMENT CYCLES IN THE ATTENTION ECONOMY

In the attention economy, digital platforms employ dopamine-triggering features such as infinite scroll, autoplay, push notifications, and gamification to maximize user retention. These features extend time-on-app but also induce cognitive fatigue, leading to cycles of abandonment and re-download. Generation Z, the first cohort raised in algorithmically curated environments, is especially prone to oscillating engagement rather than linear adoption. This study applies the stimulus–organism–response (SOR) framework, complemented by habit-loop theory, to examine how dopamine-rich features drive three outcomes: continuous use, abandonment, and re-engagement. A cross-sectional online survey of 250 Gen Z respondents (ages 18–25) measured exposure to design triggers, behavioural responses, and regulatory practices. Chi-square tests confirmed that exposure predicts continuous use, overstimulation predicts abandonment, and abandonment predicts re-download. Typology analysis revealed three user groups; dopamine seekers, digital detoxers, and minimalist loyalists; highlighting intra-generational heterogeneity. Findings extend theory by embedding cyclical outcomes into SOR, reframing abandonment as adaptive self-regulation rather than disengagement failure. Practical implications underscore the paradox of digital design: the very features that sustain immersion also precipitate withdrawal. Ethical recommendations call for balance between engagement optimization and user well-being.