倦怠视角下社交媒体用户不持续使用意愿研究

Research on Users' Discontinuous Usage Intention in SNS from Fatigue Perspective

【目的/意义】社交媒体用户的不持续使用意愿影响因素缺乏关注。【方法/过程】基于社交媒体倦怠视角和转换倦怠视角,本文通过问卷调研和结构方程建模方法进行实证研究。【结果/结论】社交媒体中感知过载与用户隐私关注显著正向影响用户社交媒体倦怠,并通过社交媒体倦怠正向影响不持续使用意愿;转换成本和习惯正向影响用户转换倦怠,并通过转换倦怠负向影响不持续使用意愿。

【Purpose/significance】The antecedents of users＇ discontinuance usage of SNS deserve our exploration and study.【Method/process】From the perspective of social media fatigue（SMF） and switch fatigue, this paper conducts an empirical study through questionnaire investigation and structural equation modeling method.【Result/conclusion】Results showed perceived overload and user privacy concerns have significant and positive influence on users＇ SMF, and affect users＇ discontinuous usage intention through SMF. Switch cost and habit have significant and positive influence on users＇ switch fatigue, and affect users＇ discontinuous usage intention through switch fatigue.