Social Media Fatigue And Negative Use Behavior Based On User Perception Of Short Videos

In the era of mobile Internet,short video has become an important part of people ’s daily entertainment,learning and communication.The emergence of short video not only integrates audio and video,graphic and other media forms,but also absorbs the characteristics of social media,making it a new media form full of interactivity and stickiness.However,the characteristics of short video fragmentation and sea quantization bring more burden to users while bringing high efficiency and convenience.Existing studies have found that short video users will be affected by many factors such as excessive information in the process of using social media,and this negative emotional response will further lead to different degrees of negative use behavior.This paper combs the influencing factors of short video users’ burnout and negative use behavior from the perspective of user perception.Based on the Cognition-Affect-Conation Pattern framework of cognitive psychology to construct a model of short video user burnout and negative use behavior.Combined with literature review and specific use situations of short videos,perceived information overload,perceived system function overload and perceived risks are selected as the pre-factors affecting users’ social media burnout,social media burnout as users’ emotional reflection,diving behavior and withdrawal behavior as the results of users’ negative use behavior.Questionnaire survey was carried out,and 383 valid questionnaires were collected.On this basis,SPSS25 and AMOS25 software were used to test the structural equation model of the constructed model to verify how each factor affected the results of social media fatigue and negative use behavior.The results of structural equation model analysis show that perceived information overload,perceived social overload and perceived risk have a significant impact on social media fatigue of short video users.However,the functional overload of the perception system does not affect social media fatigue.Social media fatigue leads to short video users ’diving behavior and withdrawal behavior.And perceived information overload,perceived social overload and perceived risk affect diving behavior and exit behavior through the mediating role of social media burnout.Finally,based on the empirical analysis results,this paper puts forward relevant practical enlightenment for the construction of short video platform,and provides some reference for further research on social media burnout and negative use behavior of short video users in the future.