社会化媒体不持续使用意向影响因素的实证研究

An Empirical Study on the Factors Influencing the Discontinue Use of Social Media

【目的/意义】信息是社交媒体的重要内容,其质量的高低可能会影响用户对社交平台的态度,进而影响行为意向。【方法/过程】本研究分析信息质量四个维度的特征,搭建了信息质量、疲惫、用户满意度以及不持续使用意向之间的关系框架,并探究动机的调节作用。【结果/结论】实证研究结果表明,用户对信息的不相关、不可得的信息最容易产生疲惫。本研究能为社交媒体平台提供实践指导,降低用户不持续使用意向。

【Purpose/significance】Information in social media is important, and its quality may affect users＇ attitudes to-wards social platforms and affect intention.【Method/process】We analyze the characteristics of the information quality fromfour dimensions. We construct the theoretical model to study the relationship among information quality, fatigue, user satis-faction and discontinue use intention. In addition, we explore the moderate effect of motivation.【Result/conclusion】The re-sults show that users are more likely to be fatigue with irrelevant and unavailable information. This study can provide practi-cal guidance for social media platforms and reduce the user＇s intention to discontinue use.