Research On The Factors Affecting Digital Hoarding Behavior Of Social Media User

With the advent of the era of digital information,our lives are increasingly inseparable from smart devices such as mobile phones and computers.We send information and browse information on various APPs every day,generating a large amount of electronic data.According to the survey of Fortune magazine,more than 1trillion GB of data are generated every year in the world,of which only about 7 % are used.Excessive information not only makes the value of information not fully utilized,but also makes people forget to think about what is really valuable information.In order to avoid the inconvenience of this information,many users try to collect information.Compared with the limitation of physical space,this cyberspace has endless scalability.As long as it costs very little,it can easily get more storage.However,this behavior not only brings people a sense of security,but also leads to the unreasonable management and use of some information resources,and even causes potential hazards such as selfanxiety and damage to individuals.It can be seen that digital hoarding behavior needs to be paid attention to and solved urgently.The research on digital hoarding behavior at home and abroad mostly starts from a psychological perspective to explore the psychological characteristics,causes and negative effects of digital hoarders.The research perspective is relatively single,and the systematic and comprehensive research needs to be improved.Therefore,this study introduces the information ecology theory and the S-O-R model,and extracts seven influencing factors of information quality,information overload,information acquisition difficulty,technology promotion,subjective norm,perceived usefulness and missing anxiety through semi-structured interviews,trying to use the two theoretical models to more comprehensively study the influence mechanism of social media users ’ digital hoarding behavior and put forward hypotheses.Then,a questionnaire on the influencing factors of social media users ’ digital hoarding behavior was designed,distributed and collected.SPSS and Amos software were used to screen and analyze the questionnaire results to verify the proposed hypothesis.In this paper,387 valid questionnaires are used as samples for empirical analysis.The results show that information overload and technology promotion have no significant relationship with users ’ loss anxiety.Information quality,information overload,information acquisition difficulty,technology promotion and subjective norms have significant correlation with perceived usefulness.Information quality,information acquisition difficulty and subjective norms have significant correlation with loss anxiety.Perceived usefulness and loss anxiety are significantly correlated with digital hoarding behavior and play an intermediary role.Finally,on this basis,from the perspective of information,information environment,information technology and users,suggestions are made for the elimination of digital hoarding of social media users to promote the dynamic balance of information ecology in social media.