| The 2016 China Social Media Influence Report which released by Kantar,a research institute of the world’s leading marketing communications group WPP,shows that Chinese social media users’ satisfaction and participation is gradually declining,and negative cognition is rising.These emerging phenomena are collectively called "social media fatigue",which is the flip side of the social media penetration.Due to its spread,a wave of escaping from the social media is being formed.Trouble have been brought to social media service providers,marketers and ordinary users.As a newly developing field,there is a lack of consensus in the definition and measurement of social media fatigue.In the existing studies,temporary adaptation items were used to do the measurement,lacking of academic rigor.Fatigue research in the career field,which also known as "job burnout",is mature in measurement.But its measurement tools are not applicable to social media fatigue,because of the differences between working situations and social media usage scenarios.Accordingly,this paper is aimed at developing a social media fatigue scale for future research.On the basis of literature review,a "genetic definition" focusing on the formation and developing process was given for a better understanding of social media fatigue.Social media fatigue is defined as negative physiological,psychological and behavioral responses to all kinds of stressors in one s social media usage,characterized by negative emotional experiences and reduced participation intention.90 items were obtained from literature and interview according to this definition.Then reliability and validity tests were conducted,and the results are as follows:(1)Two times expert assessment was done to ensure the face validity.(2)The five-dimensional structure model established in the Exploratory Factor Analysis fits well in the Confirmatory Factor Analysis.Construct validity is good.(3)The criterion validity and discriminant validity are all up to the standard.(4)The reliability of the scale is a=0.858,and the reliability of each dimension also reach more than 0.70.Finally,this study obtained a five-dimensional scale with good reliability and validity,which including 18 items.The five dimension is "disturbing" "anxiety""valueless" "avoidance intention" and "escape intention".The evaluation standard is as follows:score below 2.72 for the low group,score above 3.44 for the high group,and the rest for the middle group. |
