Research On The Influence Of Perceived Overload And Privacy Concern On Discontinuance Usage Intention

With the maturity of mobile Internet technology,social network has become a standard match in the Internet era,which has penetrated into every aspect of users’ life.With the development of short video social platform,it brings users entertainment and convenience,but also brings users certain negative emotions,such as anxiety,fatigue,etc.Various pressures lead to users’ negative emotional experience,which leads to social media fatigue and unsustainable use intention.This study build a research model based on a stressor-strain-outcome framework of influencing factors of users’ discontinuous usage intention on short video social platform.This thesis classifies stressors into information overload,social overload,system feature overload,and privacy concern,and hypothesizes stressors lead to users’ strain(social media fatigue),and finally drive behavior outcome(discontinuous usage intention).At the same time,this paper also analyzes the mediating role of social media fatigue and the moderating role of social media self-efficacy.The empirical results show that information overload,social overload,system feature overload and privacy concerns significantly positively affect social media fatigue and discontinuous usage intention,and social media selfefficacy mediates the effect of social media fatigue and discontinuous usage intention.Current research in the field of social media tends to focus on the positive aspects of users’ behavioral intentions,with less impact on the negative aspects,and the discontinuous usage intention of users is a very new research topic,in this paper,short video social platform is chosen as the research object to expand the research scope of discontinuous usage intention which has some theoretical value,and also provides some practical enlightenment for the operation of short video social platform.