The Research On Influence Factors Of Social Media Fatigue

In recent years,a number of research institutes released reports shows that mainstream social media is beginning to suffer from users losing.At the same time,more and more users believe that social media has had a negative impact on them.Academic call this phenomenon social media fatigue.As a new phenomenon,social media fatigue has less academic research,and scholars mainly use the job burnout theoretical framework to explore influencing factors from the perceived overload,including system function overload,information overload,social overload,and so on.Perceived value is an important concept in marketing field,which can explain and predict user behavior intention.For social media,the higher the perceived value of the user,the higher the user's satisfaction,and the more positive the motivation of using or continuing to use social media.Based on this conclusion,this study believe that perceived value can explain users' satisfaction and behavioral motivation,it can also explain users' negative emotional and behavioral responses to social media.Therefore,this study introduces the concept of perceived value into the influence factors of social media fatigue,and believes that social media fatigue is influenced by perceive value besides overload.Existing research has found that perceived value affects users' satisfaction,this study assumes that users can show emotional negative reactions in social media situations,namely,fatigue.Therefore,this study has a certain significance for social media fatigue and perceived value.Through in-depth interviews and questionnaires,it is found that Chinese users will suffer fatigue due to two aspects of perceived value in the process of using social media.The first is the decrease or loss of the perceived benefit.Perceived benefit is the value of the user's subjective perception,including four dimensions:social value(social media can make user connect with others,transfer their social image,improve their status);cognitive value(social media can satisfy user's curiosity,freshness and acquisition of new knowledge);information quality(social media information has authenticity,accuracy,objectivity and so on);functional value(social media can meet user's functional utility needs).The second is the pay or increase of the perceived cost.Perceived cost is the cost of the user's subjective perception,including three dimensions:time cost(the time consumed by the user in social media);cognitive cost(the cost that the user uses to understand the deep meaning of information);the cost of privacy concern(the user's perception of privacy risk and the attitude of privacy protection).The negative reactions of social media fatigue are tiredness,boredom,anxiety,and depression,which can lead to negative behavioral responses,such as network diving,reducing the use of time and frequency,shielding friends or information,discontinuing or uninstalling social media.In dimension of perceived value,the cost of cognitive cost(the cost of the user to guess and understand the information of others)has the greatest impact on psychological fatigue,followed by time cost,functional value,information quality and social value.Information quality is a new content in the perceived value dimension found in this study.It directly affects users' psychological fatigue and discontinuous behavioral intention,which shows the significance of the authenticity of social media information to Chinese users.The cost of privacy concerns directly affects users' discontinuous behavior intention,but it will not affect users'psychological fatigue.Men feel more tired than women because of perceived value.Users' psychological reactions caused by perceived value include emotional exhaustion.Based on these findings,the author puts forward specific marketing suggestions.