Research On The Influence Factors Of Social Media Users’ Platform Swinging In The Polymedia Enviroment

With the development of media technology,the number of media platforms and communication channels continues to increase and interweave at the same time,forming a comprehensive multimedia environment.In the context of complex social media in which various social platforms coexist in the same room,the increasingly rich and diversified social media gives users more space to choose,and their active status is gradually expanded.The phenomenon of cross-using multiple social platforms every day has become a common trend.At the same time,college students born in the Internet era have acquired skilled media use skills and extremely high literacy in the Z era,and the media usage rate,utilization rate and updating frequency are very high,which makes college students become important users on social platforms.Based on the existing literature research,this paper adopts the push-pull-anchor theory and complex media theory in immigration research to explain the social media migration behavior of Chinese youth groups,and divides the research model into push factors,pull factors and anchors.There are three determinants,among which the push factors include role pressure,privacy anxiety,and social overload;the pull factors include perceived practicality,perceived closeness,and perceived anonymity;and the anchor factors include emotional commitment and transfer costs.By way of questionnaire survey,400 valid questionnaires were collected,and then SPSS was used for multiple linear regression analysis.The empirical results show that the theoretical framework of push-pull-anchor(P-P-M)is combined to summarize the influencing factors of social media users’ migration behavior.That is: push—role pressure,privacy anxiety,social overload;pull—perceived utility,perceived progress,and perceived anonymity;anchor factors—emotional commitment,transfer costs all have an impact on social media users’ migratory behavior.Among them,the relationship transfer cost negatively affects the user’s migration behavior,and the rest of the factors are positive.