基于扎根理论的社交媒体用户倦怠情绪与转移行为研究

Research on Social Media Users’Fatigue and Transfer Behavior Based on Grounded Theory

探究导致社交媒体用户产生倦怠情绪以及发生平台转移行为的因素,有助于社交媒体网络平台的健康快速发展。本研究以社交媒体用户倦怠情绪产生因素与平台转移行为为核心,以用户不持续使用QQ并转为使用微信的调研为切入点展开,基于扎根理论对25名社交媒体高频使用者进行半结构化访谈,将访谈数据经过开放式编码、主轴编码、选择性编码和饱和度检验4个研究过程,探究用户为何不持续使用QQ并转为使用微信的机理。构建出社交媒体用户倦怠情绪与转移行为模型,揭示并分析了导致社交媒体用户产生倦怠情绪和发生转移行为的主要因素。

This paper explores the factors that lead to social media users’fatigue and platform shifting behaviors which are conducive to the healthy and rapid development of social media network platforms.This study studies the causes of social media users’fatigue and platform transfer behavior as the core subject,and starts with QQ users’transfer to WeChat as the research breakthrough point.Based on the grounded theory,and on the 25 semi-structured interviews with heavy social media users,it investigates data after open coding,axial coding,selective coding and saturation test.It then explores why Tencent QQ users stopped using the software and went to WeChat platform.This paper builds social media users’fatigue and behavior model,and also reveals and analyzes the main factors that lead to such fatigue and transfer behavior.