| With the rapid development of social media technology,user information sharing and social interaction activities have become convenient and interesting.However,the frequency of social media usage has skyrocketed,causing users to exhibit varying degrees of intermittent discontinuance,such as moderating use,taking self-imposed rest-breaks,and deactivating social network account.Among them,the most common intermittent discontinuance is that users consciously stop using social media for a period and then return to using it,or even repeat the behavior.Currently,there is a lack of targeted research on temporal discontinuance,and few studies have analyzed it from the process of "reversion".A correct understanding of temporal discontinuance can not only uide platforms to improve economic benefits,also help users better meet their own needs.This paper aims to study the following questions:What factors motivate and inhibit social media users to reuse the social media?What are the interactions among the factors that affect temporal discontinuance behavior?What should social media platforms and users to do after temporal discontinuance?Using questionnaire and structural equation modeling,this paper bases on return migration theory,social cognitive theory,and fatigue theory,to construct a model of temporal discontinuance behavior of social media uses and explore the affecting factors from three aspects.Firstly,non-use related dissatisfaction,cognitive underload and replacement overload are taken as push factors,perceived usefulness and social influence are taken as pull factors,and social media fatigue is taken as mooring factor.Next,11 research hypotheses were proposed,the research scale and questionnaire were referred to previous research that measures beliefs in the context of using the SNS,and 411 valid data were collected with microblog users as the research subjects.Then,the reliability and validity of the questionnaire and model were tested using SPSS and SmartPLS,and descriptive statistical analysis was conducted.Finally,obtain the path coefficients of the structural model,analyze the relationship between the push factors,the pull factors,the mooring factor and user temporal discontinuance,and the moderating role of the mooring factor in the influence of the push and the pull factors on user temporal discontinuance.The results show that the push factors(non-use related dissatisfaction,cognitive underload,replacement overload)and the pull factors(perceived usefulness,social influence)motivate users to reuse the social media,significantly and positively affecting temporal discontinuance.The mooring factor(social media fatigue)inhibits users from reusing the social media,and significantly and negatively influences temporal discontinuance.Social media fatigue moderates the effects of replacement overload and perceived usefulness on temporal discontinuance behavior.In other words,when social media fatigue is higher,the positive effect of replacement overload on temporal discontinuance behavior is stronger,and the positive effect of perceived usefulness on temporal discontinuance behavior is weaker.Based on the research results,this article proposes suggestions for the development of social media platforms:improving product availability and compensating for user cognitive deficiencies;Inject product care to alleviate user fatigue.At the same time,suggestions are proposed for social media users:avoid dissatisfaction and return to social media reasonably;Improving media literacy to avoid repeated quit and reversion. |
