The Influence Of Perceptual Overload On Discontinuous Use Behavior Of Social Media Users

With the upgrading and development of mobile networks,technology and social media have been integrated,social media has flourished,and the types and number of social media platforms have also been significantly improved.As the functions of mobile social media become richer and deeper into all aspects of users’ daily lives,social media platforms are also more and more closely related to people’s daily lives.In the past,there were many places to coordinate between people through offline communication,time and place,etc.Social media has changed this form and brought great convenience to people’s daily life.But over time,the negative impact of social media on people should not be underestimated.Users have to face a huge amount of information every day,the number of friends also increases with age,and system functions that are always updated,which may lead to a decline in user enthusiasm for use,and even emotional negativity and anxiety.At present,We Chat is one of the largest platforms of China Mobile social media.We Chat has a large number of users,wide user age coverage and strong communication ability.It is the most representative comprehensive application mobile social media platform in China.To sum up,this study selects We Chat users as specific objects to analyze the impact of perceived overload on the non-continuous use behavior of social media users.First of all,the relevant concepts of perceived overload,social media burnout and non-sustainable behavior are analyzed and defined,and a conceptual model of the impact of perceived overload on the non-sustainable behavior of social media users is built based on the pressure-stress-result framework.Through the literature research method,the pressure in this article is divided into three categories: information overload,social overload and system function overload,and it is pointed out that the user’s own stress is social media burnout,which leads to users’ non-continuous use behavior.Secondly,respondents with We Chat and different academic qualifications are used as the research subjects and data are collected in the form of questionnaires.A combination of regression analysis and qualitative comparative analysis of fuzzy sets is used to analyze a series of formation processes and consequences of perceived overload on social media users’ non-sustainable use behavior.Empirical results show that information overload has a positive impact on social media burnout;social overload has a positive impact on social media burnout;system function overload has a positive impact on social media burnout;We Chat usage intensity has a positive impact on social media burnout;social media burnout has a positive impact on users’ non-continuity.Through qualitative comparative analysis of fuzzy sets,it is concluded that there are three reasons that can trigger users’ non-continuous use behavior.The most important configuration is the combination of perceptual system function overload and perceived social media burnout.Finally,according to the research results,corresponding countermeasures and suggestions are put forward for the reasons for the non-sustained use behavior of social media users.From the dimension and user’s own level,suggestions such as enhancing information literacy and emotional adjustment are put forward;from the platform and regulatory levels,suggestions such as optimizing social media functions,establishing feedback mechanisms,improving the network environment,and strengthening supervision are put forward.We hope to take measures to improve the perception of overload of social media users,reduce the negative impact of social media on users,and provide reference for social media platforms to improve user viscosity.