Research On The Influencing Factors Of Social Media Anti-connection Behavior

The continuous updating and iteration of mobile network technology makes "connection" the basic principle of the Internet,Social media has realized "always connected,always online" and become an indispensable tool for people’s production and life.However,with the increasing frequency of connections,users begin to feel bored,tired and other negative emotions,resulting in reverse behavior that is diametrically opposite to the use of social media.This reverse behavior of social media use is called anti-connection behavior.Exploring the reasons behind users’ anti-connection behavior can not only help social media service providers improve their strategies and service quality,but also help users actively apply to social media environment.Therefore,inspired by the paradigm of "Cognition-Affect-Conationr",combined with cognitive load theory,social comparison theory,self-representation theory and existing research results,this thesis finds the potential variables that affect users’ social media anti-connection behavior through in-depth interviews;In addition,social media burnout is regarded as a negative emotional experience,so as to build a model of anti-connection behavior.The research idea of this thesis is to put forward hypotheses through theoretical analysis,collect data through questionnaires,and use structural equation model to complete hypothesis testing and model validation.The research results indicate that some variables in perceived overconnection first cause the generation of user social media burnout emotions,and then this emotion leads to users adopting anti connection behavior,but low information quality directly and positively affects the generation of user anti-connected behavior.Low information quality is described by four potential variables: advertising interference,information homogenization,vulgar content,and rumor factors,and has been tested to represent these four variables well.In the dimension of perceiving people to people over connection,Impression management pressure and social comparison burden positively affect social media fatigue,but social overload does not have a significant positive impact on social media fatigue;In the dimension of perceiving excessive connection between people and content,information overload significantly positively affects social media fatigue,but loss anxiety and low information quality do not have a direct positive effect on social media fatigue.And the research found that social media fatigue will directly lead to the emergence of anti-connection behaviors,such as reducing the frequency of use,blocking information,switching social media platforms,disabling or unloading,that is,low information quality and social media fatigue become the direct influencing factors of anti-connection behaviors,while Impression management pressure,social comparison burden and information overload are the indirect influencing factors of anti-connection behaviors.Finally,based on the research results,this article proposes rationalization suggestions.