Research On The Formation Mechanism Of Discontinuous Usage Behavior In Social Media Fromthe Perspctive Of Perceived Overload

The development of social media has broken through the limitations of time and space,providing users with unique communication opportunities,gradually improving various functions,and bringing great convenience to people's daily travel and entertainment.However,as the enthusiasm of users has gradually subsided,the development of social media has encountered bottlenecks,and many users have decreased their activity.The continuous usage of users is the premise of the healthy development of social media.In order to improve the negative attitude of users,we should pay attention to the discontinuous usage behavior of users,and clarify the formation mechanism of this behavior,so that social media operators can compete in a fierce competition environment.Accurately grasp user needs,improve operational services,and improve user usage.This study uses We Chat as an example to study the formation mechanism of social media discontinuous usage behavior.In the early stage,through small-scale questionnaires,it is found that perceived overload is the key factor in the occurrence of this behavior.At the same time,psychologists' research shows that the psychological factors of users will affect their subjective will and actual behavior.Therefore,social media users with different mental states may have different performances and reasons for the discontinuous usage behavior.Based on this,this study builds a formation mechanism model of social media discontinuous usage behavior based on Personality Strait Theory,Social Cognitive Theory and Cognitive Load Theory,and proposes corresponding hypotheses.This study collects data by issuing questionnaires and uses SPSS data analysis software to process the sample data.The following conclusions are obtained:(1)Extroversion personality and neurotic personality have an impact on perceived overload,and extroversion personality negatively affects perceived overload.The impact on system overload is more significant.The neurotic personality positively affects the perceived overload,and the impact on information overload is more significant.(2)Information overload,social overload and system function overload have an impact on discontinuous usage behavior,and the difference in the intensity of the three dimensions.(3)Perceived overload plays a mediating role between personality traits and discontinuous usage behavior.For users with low extroversion personality and high neurotic personality,discontinuous usage can be generated through the perception of overload in the external environment;Based on the research conclusions,this study proposes suggestion operations for social media operators from the perspectives of perceived overload and personality traits,and indicates the direction for future research from the perspectives of sample selection,model construction,and research content.