The Effects Of Overload On The Discontinuous Usage Behavior Of Social Media User

Various types of social media are widely accepted and used,and become an indispensable part of people's daily lives.The widespread use of social media makes users access information,communicate and share moods with each other,as well as brings negative effects such as information overload,social overload and so on.With the feelings of exhaustion,fatigue,etc.,users begin to make fewer visits,lower activity,and even escape from social media.Through the analysis of the status quo of social media development and the research on the discontinuous usage behavior in social media in domestic and foreign,the direction can be further studied of the research is found.After combing the recent researches on overload and social media fatigue,this paper puts forward factor of “social monitor overload” from the social environment perspective,as a supplement to the theory of overload.learning from the relevant theory of organizational behavior,this paper divides the discontinuous usage behavior in social media into “neglect behavior” and “exit behavior”.This paper constructs a discontinuous usage behavior model in social media based on the S-O-R framework from the perspective of overload.In the model,overload(including information overload,social overload,system function overload,social monitor overload)is a stimulating factor.Social media fatigue is user's internal change caused by environmental stimuli,and discontinuous usage behavior in social media(divided into neglected behavior and exit behavior)is an evasive behavior caused by changes inherent in social media users.The model has 7 variables,and 7 hypotheses are proposed according to the relationship between the variables.This study chooses WeChat,the most widely used social media in China,as research object.After the development and adaptation of the measurement scale,we distributed 383 questionnaires online and offline.Most of the hypotheses presented were confirmed.Based on user interviews,the results of this study were rationalized.The results show that information overload,system feature overload and social monitor overload are positively affecting users' social media fatigue,while fatigue will prompt users to ignore message updates on social media and prompt users to quit some social media functions or group chats.Unlike other scholars' research results,social overload has no significant impact on social media fatigue.The results of this study enrich the current theoretical research on the discontinuous usage behavior insocial media,providing some possible guidance on the users of social media and for the systematic planning of social media service providers.At the same time,there are some research shortcomings in this research,and we look forward to further research.