Research On Users’ Social Media Fatigue And Discontinuous Usage Intention Based On Privacy Calculus Theory

With the deep use of social media,users’ personal privacy information is exposed more and more on the platform.Coupled with the awakening of public privacy awareness,many users are unable to bear their troubles,and gradually become tired and bored of relevant social media platforms,and even give up the idea of using them.All these undoubtedly have a negative impact on the platform and users.Exploring the impact mechanism of privacy protection of social media platform and users’ social media fatigue and even discontinuous usage intention has practical significance and application value.This paper chooses CAC(cognitive-affective-conative)model as the theoretical framework to analyze how privacy issues affect users’ discontinuous usage intention.The data are collected by questionnaire,using spss26 and amos22.0 software for data analysis and model verification.The results show that perceived privacy risk has a positive impact on privacy concerns and social media fatigue,and has a direct positive impact on discontinuous usage intention;Perceived privacy benefits negatively affect social media fatigue;Privacy concerns positively affect social media fatigue and discontinuous usage intention;Social media fatigue is positively correlated with discontinuous usage intention.In addition,this paper also verified the mediating role of social media fatigue and the moderating role of flow experience.Based on privacy calculus theory,this study shows the impact mechanism of social media fatigue and discontinuous usage intention from the perspectives of perceived privacy risk and perceived privacy benefit,and tries to provide relevant suggestions on operation management for social media platform,so as to help the platform retain users and improve users’ use experience.