As social media use continues to increase, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through a stressor–strain–outcome model to better understand how consumers cope with this phenomenon and how it impacts adoption behaviors. Data were collected from 452 valid WeChat users through questionnaires and analyzed using SEM with PLS. The results show that information overload, social overload, and privacy concerns significantly affect social media fatigue; system function overload and social overload affect the user’s negative behavior through the mediation of fatigue, not anxiety. Social overload and private concern significantly affect anxiety and fatigue, and anxiety further significantly affect negative usage behavior.

随着社交媒体使用的持续增加，消费者开始体验社交媒体的疲劳，从而导致营销人员对渠道的有效性产生担忧。这项研究通过压力-应变-结果模型研究了社交媒体疲劳，以更好地了解消费者如何应对这种现象以及它如何影响采用行为。通过问卷调查从452位有效的微信用户中收集数据，并使用带有LS的SEM进行分析。结果表明，信息超载，社会超载和隐私问题极大地影响了社交媒体的疲劳度。系统功能超负荷和社会超负荷通过疲劳而不是焦虑的中介来影响用户的负面行为。社会超负荷和私人关注显着影响焦虑和疲劳，而焦虑进一步显着影响负面使用行为。