| With the rapid growth of short video platform users and the continuous depth of services,the social short video platform represented by Tiktok and Kwai is rapidly dividing the Internet market by virtue of its low threshold,interactivity,fragmentation,mobility and other advantages.,until June 2022,the user scale growth of short video in China reached a new high of over 962 million,accounting for 91.5% of the overall Internet users.In practice,however,short video platforms such as Tiktok have also seen the same development challenge as Facebook,Twitter and other foreign social media that developed earlier-user churn.However,some studies have found that the discontinuity of users of short video platforms is not a long-term but an intermittent and dynamic process,and that intermittent discontinuance is a segment of discontinuity between continuous use and complete discontinuity,which is prevalent in social life.Therefore,it is necessary to explore intermittent discontinuance behaviour.This study combines the Tiktok with intermittent discontinuance behaviour and the mechanism of its formation among Tiktok users.This study,based on previous research findings,takes Tiktok users as the main research object,based on the Stressor-Strain-Outcome framework model,combined with Affordance theory and Fatigue theory,and constructs a Tiktok user intermittent discontinuance with privacy concerns,information overload,cost perception,visibility,sustainability,information needs,emotional needs,social needs,and habits,etc.A model of factors influencing usage behaviour.By drawing on and incorporating relevant research scales,we designed and modified a questionnaire on the intermittent discontinuance behaviour of Tiktok users,and collected and screened the questionnaire data,and finally collected 629 valid questionnaires.On the basis of this,this study used SPSS26.0 and AMOS24.0 statistical analysis software to conduct descriptive statistical analysis,reliability and validity tests,structural equation model validation analysis and moderating effect analysis on the questionnaire data,and to derive the research results.The findings show that: information overload,privacy concerns and cost perception significantly affect Tiktok users’ use fatigue;visibility and persistence also affect Tiktok users’ use fatigue to a certain extent;Tiktok users’ use fatigue and switching fatigue lead to intermittent discontinuance behaviour;and habit moderates the relationship between switching fatigue and intermittent discontinuance behaviour of Tiktok users. |
