Research On The Factors Affecting Social Media Fatigue Based On The Perspective Of Intergenerational Differences

In the 2018"Report on the Impact of Social Media in China"released by Kantar in the fifth consecutive year,the development of WeChat and Weibo is relatively mature at present The penetration rate has reached a fairly high level,even close to saturation.The monthly coverage rate of WeChat has reached 97%in 2018,and the period in which social media relied on the rapid development of the demographic has passed.The data shows that the social media satisfaction index continued to decline in 2014-2016,and the proportion of users who believe 'social media makes my life worse”rises.The users are beginning to realize the negative effects of social media and feel physical or psychological fatigue.This phenomenon has been recognized by scholars earlier in the overseas where the Internet market is developing at a faster pace.As early as 2012,scholars proposed"Facebook Fatigue"to describe the reducing frequency of use of Facebook's key functions.While the social media satisfaction index began to pick up in 2017-2018,the proportion of users who chose to take measures to reduce the sense of fatigue caused by social media also increased year by year."Do not use social media on specific occasions(meetings,parties,accompanying family members)" Disabled notifications of social media app","consciously reducing the duration and total number of times"were the main ways for users to"stay away from"social media,and even some people have chosen to"dive"or"completely quit".With the segmentation and diversification of the social media market,how social media platforms,brand marketers and users rationally treat social media fatigue",related research is imminent.This study introduces the concept of intergenerational differences into the study of social media fatigue by reviewing the relevant literatures to explore the differences in the perception and response of social media negative influences among different age groups.According to the division of"First media age"and"Second media age" in media ecology,this study chooses'post-70' and'post-90'social media users as research objects,respectively representing the 'Digital Natives 'who grow with all kinds of digital technologies and devices and the Digital Immigrants who gradually switch from the use of traditional media to the Internet.According to the researches in different patterns of using social media by users who have grown up in different eras,it provides a new way to explore the influence of media on people and social lifeIn the early stage of the study,through literature review and in-depth interviews with 7 respondents,the intergenerational differences were taken as the core concept to determine influencing factors model of social media fatigue.Finally,through questionnaires,we could draw the conclusions that social overload,privacy concerns,social media usage self-efficacy and flow experience have a significant impact on social media fatigue and there are significant differences between "post-70s" and "post-90s" in social overload,privacy concerns,social media dependence,and social media fatigue.