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用户正在逃离社交媒体?——基于感知价值的社交媒体倦怠影响因素研究
Are Users Escaping From Social Media? The Research on Influence Factors of Social Media Fatigue Based on Perceived Value
社交媒体是主流的信息媒介，但是近年来用户对其产生倦怠心理。已有研究将倦怠原因归结为信息量过大（感知过载），本文则认为除了“量”的原因之外，还应存在“质”的原因，故提出感知价值这一影响因素。本文以微信和微博作为研究对象，采用深度访谈和问卷调查法，研究发现中国用户在使用社交媒体的过程中，因受到感知利益和感知成本两个方面的感知价值因素影响而产生倦怠。认知成本对用户倦怠心理的影响最大，其后依次是时间成本、功能价值、信息质量和社会价值。认知成本和信息质量是本研究发现的影响社交媒体倦怠的新维度，前者表明中国用户花费较多时间精力猜测解读他人发布的信息并深以为苦，反映出高语境文化的特征；后者说明当前中国的社交媒体信息环境亟待改善，需要提高信息可信度。
Social media play a mainstream role for users to get information. But in recent years users feel fatigue about it. Previous studies have attributed the causes of fatigue mainly to the excessive amount of information (perceived overload). This paper argues that in addition to the “quantity” reason, the fatigue of social media should have “quality” reasons such as perceived value. Combining the methods of in-depth interviews and survey, this paper studied Chinese WeChat and Weibo users’ minds and behaviors. Social media fatigue among Chinese users was common and affected by perceived benefit and perceived cost. Cognitive cost applied the greatest influence on user’s fatigue, followed by time cost, function value, information quality and social value. Cognitive cost and information quality were first found dimensions of perceived value in local circumstances.
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1. GWI集团2011年发布社交网络调查报告显示，两年内经常在Facebook上给好友发送信息的用户数已下降12%，搜索新朋友的用户数已下降17%，加入群组的用户数已下降19%。We Are Social 2016年发布社交媒体数据显示，多个国家的Facebook月活跃用户呈下降趋势，如中非共和国（下降30%）、西撒哈拉（下降24%）、摩纳哥（下降15%）等等。凯度集团2014年至2016年连续三年发布《中国社交媒体影响报告》显示：认为社交媒体让生活变得更糟的用户由2014年的6.7%增长至2016年的15%，用户对社交媒体满意度的得分由2014年的73.4分下降至2016年的67分。
2. 腾讯微信团队（2017）。2017微信数据报告。检索于
3. 新浪微博数据中心（2017）。微博用户发展报告。检索于
4. 新浪微博数据中心（2017）。微博用户发展报告。检索于
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