用户自我建构对社交媒体疲劳的影响:一个条件过程模型

Effect of Users'Self-Construal on Social Media Fatigue:A Conditional Process Analysis

[目的/意义]在社交媒体不断发展的时代,用户出现社交媒体疲劳的现象越来越受到企业和学者的关注。已有研究更多关注用户认知因素和技术环境因素对社交媒体疲劳的影响,忽略用户人格特质因素的影响。探讨用户人格特质影响社交媒体疲劳的内在机制及相关边界条件,有助于拓宽社交媒体疲劳研究的理论视角,帮助企业合理设计社交媒体平台、管理用户行为以及改善社交媒体营销。[方法/过程]基于自我建构理论,提出用户自我建构影响社交媒体疲劳的条件过程模型,对336位真实用户进行调研以验证研究模型。[结果/结论]研究发现,相较独立型自我建构用户,依存型自我建构用户具有较高程度的错失焦虑,进而产生更强的社交媒体疲劳;而用户的自我效能感会对这一过程产生调节作用。

[Purpose/Significance]In the era of continuous development of social media,users'social media fatigue increasingly conforms to the common attention of both enterprises and scholars.The existing studies have paid more attention to the influence of users'cognitive factors and technology environmental factors on user's social media fatigue,ignoring the impact of individual personality traits.Exploring the intrinsic mechanism and related boundary conditions of user personality traits affecting social media fatigue will help broaden the theoretical perspective of the research of social media fatigue,and help enterprises design social media platform,manage user behavior and improve social media marketing.[Method/Process]Based on the theory of self-construal,this study proposes a conditional process model of the impact of users'self-construal on social media fatigue and conducts a survey with 336 users.[Result/Conclusion]The results show that users with interdependent self-construal have higher level of fear of missing out than users with independent self-construal,which leads to higher level of social media fatigue,and the user's self-efficacy has a moderating effect on this process.