The Study On The Influence Mechanism Of Perceived Overload On Social Media Fatigue

With the rapid popularity of smart phones and 4G networks,mobile social media has become an essential part of people's daily lives.However,users' perception of social media is not always positive,with the rise of social media,burnout and related behavior begin to emerge.The phenomenon of social media fatigue is widespread and spreading in the real world,which has attracted the attention of academia.As a result,some foreign organizations and scholars have done detailed social media fatigue research and have obtained some valuable achievement.However,domestic research is still in its infancy,and achievements are relatively rare.At present,some studies have discussed the influence factors of social media fatigue from the perspective of pressure,but these studies ignore the psychological mechanism of stressors to social media fatigue.Therefore,the complex relationship between stress and social media fatigue remains to be further clarified.Therefor,this study is based on resource drain theory,conversation of resource theory,the person-environment fit model and transactional model of stress and coping,building a model of online sense of control,and resilience as the moderator,and the corresponding research hypothesis is put forward,exploring the influence mechanism of perceived overload on social media fatigue in the context of Chinese social media.At first,we review and summarize the research results of studies on social media fatigue,perceived overload,sense of control and resilience.Then,we put forward the hypothesis and model of this study based on the literature review.Thirdly,we collect the data by questionnaire survey,and use SPSS20.0 and Amos 17.0 statistical software to verify the research hypothesis and model of this study.Finally,we draw some valuable conclusions and summarized the research limitations and prospects for future research.The main conclusions are as follows:(1)information overload,social overload,system feature overload are positively related to social media fatigue;(2)information overload,social overload,system feature overload are negatively related to social media fatigue;(3)online sense of control is negatively related to social media fatigue;(4)online sense of control partially mediates the relationship between social overload and social media fatigue;online sense of control completely mediates the relationship between information overload and social media fatigue;(5)resilience moderates the relationship between online sense of control and social media fatigue,namely the level of resilience is higher,the relationship is weaker;and vice versa.The study has found that the stressors in the social media environment reduce the user's online sense of control,and the lack of online sense of control makes it easier for users to generate social media fatigue.At the same time,this study examines the influence of the interaction between individual resilience and online sense of control on social media fatigue,which can help us to further clarify the mechanism of social media fatigue.The study not only enriches existing research into perceived overload and social media burnout,but also has important practical implications for social media developers,operators,and enterprises implementing social media marketing.