Research On The Influence Mechanism Of User Swing Behavior In The Environment Of Multi-Social Media Platform

With the continuous development of mobile Internet technology,the number of social media platforms has surged,and the environment in which social media users are located is becoming more and more complex,gradually facing a normalized multi-social media platform environment,which enables users to choose to use different social media platforms,which has spawned the phenomenon of swinging behavior.In the past,scholars in the field of information systems have conducted a series of studies on the behavior of social media users,however,it mainly focuses on usage behavior on a single social media platform and network migration or transfer behavior on multiple social media platforms,while the study of swing behavior lacks in-depth research on its influencing factors and influencing mechanism.Based on this,this study adopts a combination of qualitative and quantitative methods to study the influencing factors and influencing mechanisms of social media users’ swinging behavior,and puts forward suggestions based on the research results.Firstly this study conducts in-depth interviews with users who use multiple social media platforms through semi-structured interviews to understand the real experience of users when using social media platforms,and then uses the three-level coding step of programmatic rooting to conduct in-depth analysis of interview data,extract the factors influencing the swinging behavior of social media users,and construct an influencing factor model.Secondly,this study introduces the theory of socio-technical systems,and combines the existing research conclusions to construct a conceptual model of the empirical analysis part of this study.Lastly,Combining the results of the grounded analysis and the existing research,the measurement scale was developed,a questionnaire was designed,social media users were surveyed,and then the model was validated and analyzed using the PLS-SEM method.The results show that:(1)the swinging behavior of social media users will be affected by platform factors(number of platforms,complementary functions,complementary information),user factors(diversified needs,user habits,emotional perception),social factors(subjective norms,relationship management)and situational factors(task characteristics,negative experience);(2)From the perspective of socio-technical system theory,1)subjective norms,relationship management,number of platforms,complementary functions,and complementary information will all have a positive impact on the swinging behavior of social media users,among which the influence of information complementary factors is the most significant;2)Subjective norms not only directly affect the generation of social media users’ swing behavior,but also further affect swing behavior by promoting user relationship management.Finally,combined with the research results of two parts,exploratory research and confirmatory research,this study proposes from the perspective of platform that platforms can attach importance to and rationally use swing behavior,improve user retention rate,and achieve sustainable development.From the perspective of users,it is proposed that users correctly judge and control swinging behaviors to avoid confusing roles due to complex social relationships or screen dependence due to excessive addiction.The results of this study enrich the research on social media users’ swinging behavior,expand the application of social technology system theory in the field of social media,and have certain guiding significance for promoting platform development and improving user experience.