社交媒体用户不持续使用行为模型构建及实证研究

Discontinuous Usage Behavior Model of Social Media Users:An Empirical Study

厘清社交媒体用户不持续使用行为影响因素,对于社交媒体运营商优化服务、减少社交媒体使用对用户带来的消极影响具有重要意义。以认知情绪理论的"认知→情感→行为意向"为模型框架,基于期望不一致理论与社会比较理论下的负面情绪(嫉妒、后悔、沮丧)构建社交媒体用户不持续使用行为模型。通过网络问卷收集了541份用户的数据,采用偏最小二乘结构方程模型(PLS-SEM)进行实证分析。研究结果显示,期望不一致会引起用户使用社交媒体后产生不满意,不满意是用户形成不持续使用意向的主要因素,进而影响社交媒体用户产生不持续使用行为。用户在社交媒体中的社会比较产生的嫉妒会引发沮丧、后悔负面情绪。嫉妒、后悔、沮丧均会引起社交媒体用户使用不满意;后悔对不持续使用意向的直接影响显著,但沮丧的直接影响不显著。期望不一致会让用户使用社交媒体而感到后悔。后悔在期望不一致、嫉妒对不满意的影响中起部分中介作用,沮丧在嫉妒与不满意之间起部分中介作用。不满意在后悔对不持续使用意向影响中起部分中介作用,在沮丧、嫉妒与不持续使用意向之间起完全中介作用。社交媒体使用年限、社交媒体中朋友的数量对社交媒体用户不持续使用行为的影响不显著,而每天使用社交媒体时间长度的影响显著。本研究丰富与拓展了社交媒体不持续使用的理论研究,为社交媒体运营商理解用户不持续使用行为规律提供了参考。

Clarifying the factors that determine social media users discontinuous usage behavior has great significance for social media operators, because it facilitates the optimization of the service structure and reduces the negative impact of social media usage. Using the cognition-affection-conation(CAC) categorization of the cognitive emotion theory(CET) as its model framework, this paper constructs the discontinuous usage behavior model of social media users by integrating expectation disconfirmation theory(EDT) and the negative emotions of social comparison theory(envy, regret, and frustration). The data for this study were obtained from 541 valid responses to a network questionnaire, and the partial least squares structural equation modeling(PLS-SEM) was applied in the empirical analysis. The results are as follows. Expectation disconfirmation will lead to dissatisfaction after users utilize social media. Dissatisfaction is the main factor that influences users to form discontinuous usage intention, which will further affect social media users discontinuous usage behavior. The envy generated by social comparison among users on social media can lead to negative emotions such as frustration and regret. Envy, regret, and frustration will all generate dissatisfaction among social media users. Regret had a significant direct effect on discontinuous usage intention, but the direct effects of frustration are not significant. Expectation disconfirmation can cause users to regret using social media. Regret partially mediates the effects of expectation disconfirmation as well as envy on dissatisfaction. Frustration plays a partially mediating role between envy and dissatisfaction. Dissatisfaction plays a partially mediating role between regret and discontinuous usage intention, and fully mediates the effect of frustration and envy on discontinuous usage intention. The length of social media usage and the number of friends on social media have no significant influence on social media users discontinuous usage behavior, whereas the length of time spent on social media daily has a significant influence. This study enriches and expands the theoretical research on the discontinuous usage of social media and serves as a practical reference for social media operators to comprehensively understand users discontinuous usage behavior.