Social Comparison And Discontinuous Behavior Mediated By Emotion

In recent years,with the rapid development of short video platforms and applications,the way of information acquisition has shifted from text and pictures to short video to a large extent.Now it seems to be the era of short video.However,as the boom gradually leveled off,some users chose to discontinue the use,replace it with other platforms or applications or even uninstall it under the bombardment of massive short videos.Based on the theoretical framework of "Social Comparison Theory",this study explores the effects of user usage,social comparison and social comparation-based emotions on discontinuing intention and behavior,and conducts in-depth research through two methods: semi-structured interview and questionnaire survey.In this study,a total of 12 people were interviewed in depth,298 valid questionnaires were collected,and data were analyzed using Smartpls3.0 software.The results show that:(1)Douyin users’ use of short videos has a significant positive impact on social comparison;(2)users’ social comparison has a positive impact on social comparison-based emotions;(3)social comparison-based emotions have a mediating impact on discontinuing intention and behavior;(4)social comparison-based emotions have a significant mediating effect.This study extends the social comparison of users’ social network media to the field of short video theoretically,and analyzes 9 kinds of emotions based on social comparison through empirical method.From the perspective of users and platforms,this study also conducted a cross-sectional study on the social comparison and drop-out intention of users using Douyin in the post-epidemic era,in an attempt to deeply understand the reasons for users’ discontinuous behavior in the field of short video.