SOR视角下短视频用户间歇性中辍意愿的实证研究

An Empirical Study on Short Video Users'Intermittent Discontinuous Intention from the SOR Perspective

【目的/意义】探讨短视频用户产生间歇性中辍意愿的影响因素。【方法/过程】基于刺激-机体-反应(SOR)模型,构建短视频用户间歇性中辍意愿影响因素的理论模型。通过在线问卷搜集289份有效样本,利用PLS-SEM进行数据分析。【结果/结论】结果显示,倦怠和心流体验显著正向影响短视频用户的间歇性中辍意愿;系统功能过载与信息过载显著正向影响倦怠;而社交过载则对倦怠不产生显著影响。此外,处于高倦怠、高心流水平的用户的间歇性中辍意愿显著高于处于低心流、低倦怠水平的用户;而高倦怠水平或高心流水平的用户拥有较高的间歇性中辍意愿。【创新/局限】阐释心流体验对短视频用户间歇性中辍的影响,并揭示不同类型用户的行为差异;未来可进一步丰富社交媒体用户间歇性中辍的相关研究。

【Purpose/significance】This study aims to explore the factors affecting users'intermittent discontinuous intention in the con⁃text of short video.【Method/process】Based on the stimuli-organism-response(SOR)model,this study puts forward a theoretical model of short video users'intermittent discontinuous intention.289 valid samples were collected via an online questionnaire and fur⁃ther analyzed using PLS-SEM.【Result/conclusion】The results show that fatigue and flow experience significantly and positively affect short video users'intermittent discontinuous intention.Also,system feature overload and information overload have significant and positive impacts on fatigue,while social overload has no significant relationship.In addition,users with high fatigue and high level of flow experience have stronger intermittent discontinuous intention than those with low flow and low level of flow experience.Further⁃more,users with higher fatigue or with stronger flow experience are more likely to intermittently discontinue the short video.【Innova⁃tion/limitation】This study explains the effect of flow in affecting intermittent discontinuance to use short video,and reveals the indi⁃vidual differences,which further enriches the related study of social media intermittent discontinuance.