社交媒体用户倦怠行为生成逻辑与调适机制研究

Research on the Generation Logic and Adaptation Mechanism of Social Media Users Fatigue Behavior

伴随着社交媒体的使用泛化以及社会压力的激烈碰撞,社交媒体的吸引力逐渐式微,部分用户的新鲜感趋向消散,心理层面上开始浮现疲倦、厌烦或焦虑等情绪样态,行为角度呈现使用次数缩减、沉默潜水、屏蔽免扰甚至逃离退出等消极使用行为,社交媒体倦怠现象已渐成规模。故以社交媒体倦怠为研究对象,探析社交媒体倦怠行为的表现特征,从主体、平台和环境三个维度解读用户倦怠行为的衍生机理,并构建个体自我平衡、平台服务适配以及用户数字素养提升的联动机制,为促使社交媒体用户回归以及提高媒介忠诚度和使用黏性提供可行性思路。

Along with the generalization of social media use and the intense collision of social pressure,the attractiveness of social media is gradually declining,the novelty of some users tends to dissipate,and emotional patterns such as fatigue,boredom or anxiety begin to emerge at the psychological level,and negative usage behaviors such as reduced usage,silent diving,blocking and even fleeing and quitting are presented from the behavioral perspective,and the phenomenon of social media fatigue has gradually become large-scale.Therefore,this paper takes social media fatigue as the research object,explores the performance characteristics of social media fatigue behavior,interprets the derivation mechanism of users fatigue behavior from three dimensions of subject,platform and environment,and builds a linkage mechanism of individual self-balance,platform service adaptation and users digital literacy improvement,so as to provide feasible ideas for promoting social media users return and improving media loyalty and stickiness.