ABSTRACT

Switching behaviour among social media users is increasing nowadays. It is necessary and urgent to investigate the mechanism of intention to switch in order to help social media prevent user loss. This study tries to explore that under what condition the information overload, social overload are linked to social fatigue and intention to switch. The results show that social fatigue could play a role in mediating the relationships between both information overload and social overload in motivating an individual’s intention to switch. Moreover, information relevance could moderate the relationship between information overload and social fatigue, as well as social overload and social fatigue positively. The results of this study provide vital important reference for the operation of social media platforms.

摘要

如今，社交媒体用户之间的转换行为正在增加。为了帮助社交媒体防止用户流失，研究意图切换的机制是必要且紧迫的。本研究试图探讨在什么情况下信息超载、社会超载与社会疲劳和转换意向有关。结果表明，社会疲劳可以在信息超载和社会超载之间的关系中起到中介作用，从而激发个人转换的意图。此外，信息相关性可以正向调节信息超载和社会疲劳之间的关系，以及社会超载和社会疲劳之间的关系。本研究结果为社交媒体平台的运营提供了至关重要的参考。