Research On Bullet Comment Users’ Quitting Behavior Based On SOR Model From Perspective Of Social Media Fatigue

The rapid development of social media has greatly facilitated people’s life and work.However,users are also suffering from problems like information overload while enjoying the convenience.More and more users are shifting from active use to passive use.As the most popular bullet comment video platform in China,Bilibili is becoming in trend.However,data shows that 43.5% of Bilibili users are reluctant to turn on bullet comment and 41.3% are willing to turn it on occasionally,which shows that social media use fatigue has appeared among bullet comment video users.At present,domestic research on social media fatigue is mostly focused on platforms like We Chat and Weibo.Therefore,in order to make up for the lack of domestic research on bullet comment use fatigue,this study explores the factors influencing users’ behavior of quitting bullet comment from the perspective of social media fatigue based on the SOR theory combining the information system success model with two variables of information overload and social influence.This study summarized the influencing factors based on literature research and then created a hypothesis model.A questionnaire was designed with reference to classical research combined with the characteristics of bullet comment and then distributed online.Data was analyzed using SPSS26.0 and Smart PLS4.0.The empirical study found that information overload,low information quality,system function overload,and low service quality all had significant effects on user’s fatigue,which in turn affected users’ quitting behavior while social influence had no significant effect.Based on the quantitative study,this paper is supplemented with in-depth interviews to discover the reasons behind,which not only further explains the quantitative results,but also reveals the failure of the "spiral of silence" in the video viewing scenario and that the content and style of the video also affects users’ choices.Finally,this study provides suggestions towards the operation of the Bilibili and future research on social media fatigue.