Research On The Impact Of Overload On The Unsustainable Use Behavior Of Short Video Social Platform Users

With the continuous development of technology,the functions of social platforms become more complex,the information carried by platforms is more and more,and social relationships are not simple.Therefore,users are disturbed,then they generate negative emotions and produce unsustainable use behavior.This study build a research model based on a stimulus-organism-response framework from the perspective of perceived overload to interpret discontinuous usage behavior.This thesis classifies stimulus into system feature overload,information overload and social overload,and hypothesizes stimulus(overload)lead to organisms(exhaust and regret),and finally drive behavior outcome(discontinuous usage behavior).In addition,this research analyzes the mediating effect of exhaust and regret on the relationships between perceived overload factors and discontinuous usage behavior,and the moderating effects of demographic factors(gender,age,and education).The empirical results indicat that three types of overload positive influences on exhaust and regret.Moreover,exhaust and regret mediates the relationships between perceived overload and discontinuous usage behavior.Additionally,gender,age and education have significant moderating effects.At present,the research on the influencing factors of user behavior in the field of information system is often concerned with the influence in the positive direction.There are few studies on the negative direction.And the research on non-sustainable use behavior is a very new topic.This research studies the influencing factors of users' non-persistent behavior from the perspective of perceptual overload,and provides a new perspective for social network user behavior research in the future,which has important theoretical contributions and also provides important practice for social network operators to improve services.