在线社会支持视角下移动社交媒体倦怠行为实证研究

An Empirical Study on Mobile Social Media User Fatigue Behavior from the Perspective of Online Social Support

[目的/意义]旨在为学术研究者和社交媒体运营商提供理论与实践指导。[方法/过程]结合在线社会支持理论和SSO理论,构建移动社交媒体平台影响用户倦怠行为分析框架模型框架,通过在线调查问卷,利用SPSS和AMOS对获取的398份微信用户的有效数据进行分析和验证。[结果/结论]隐私关注、自我披露均会对移动社交媒体倦怠产生正向显著影响作用,进而显著影响其不持续使用行为形成;在线社会支持(在线信息支持和在线情感支持)可以显著缓冲移动社交媒体倦怠的负面结果。

[Purpose/significance]The paper is to provide theoretical and practical guidance for academic researchers and social media operators.[Method/process]Combined with online social support theory and SSO(Stress-Strain-Outcome)theory,the paper constructs an analysis framework of the impact of mobile social media platform on user fatigue behavior.It conducts an online questionnaire survey,and uses SPSS and AMOS to analyze and verify the 398 valid data of WeChat users.[Result/conclusion]Privacy concerns and self-disclosure all have positive and significant impact on the formation of mobile social media fatigue,and then significantly affect the formation of their unsustainable use behavior.Online social support(online information support and online emotional support)can significantly buffer the negative results of mobile social media fatigue.