Research On Influencing Factors And Mechanism Of Social Media User's Discontinuous Use Intention

With the continuous development and application of mobile online social media technology,social media has penetrated into every aspect of people's life and work.With the continuous development of social media,the problems brought by social media,such as complex information,social congestion and social risks,have gradually emerged,bringing a lot of burden to users.Especially based on the strong relationship established social media,social networking strong homogeneity,the complexity of social relationships to the user,especially young people use social media brings huge psychological pressure and use concerns,led to its use in social media produced in the process of social media is tired,and even cause "from" intentions.The complex and high-pressure social environment makes users have a bad use experience,which is not conducive to the sustainable development of social media.Therefore,it is a major research direction to explore the sustainable development of social media to explore the mechanisms and factors that influence users' intention of discontinuous use,and to put forward targeted suggestions and measures.Therefore,this study takes We Chat Moments as the research platform to sort out and analyze relevant studies on the intention of discontinuous use of social media.Root at the same time with the aid of auxiliary research analysis method,extract impact social media users' discontinuous intention of relevant variables,including social overload,information overload,and privacy concerns,the negative social comparison,referent network size,social media fatigue,discontinuous use intention,etc.,and further the role of the relationship between various influencing factors of parsing.According to the SSO research framework,a conceptual model for the research on the influencing factors and the mechanism of social media users' discontinuous use intentions is constructed.On this basis,research hypotheses are proposed and related variable scales are designed.The 336 valid data obtained from formal investigations are analyzed by reliability and validity and structural equation model testing using SPSS22.0 and Smart PLS3.0statistical analysis tools.The results show that social overload,information overload,user privacy concerns,and negative social comparison will lead to the emergence of social media fatigue,and social media fatigue will lead to the proliferation of users' discontinuous intention.In addition,the referent network size of social media plays a negative moderating role in the relationship between social media fatigue and users' discontinuous intention.According to the research results,from the perspective of social media providers and social media users,management inspiration and suggestions are put forward to provide ideas for exploring the best way of human online interaction and human and media interaction,so as to realize the sustainable and healthy development of social media.