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| The Double-Edged Effects of Social Media Overload on Discontinuous Usage Intention |
| LIN Jiabao，LIN Shunzhi，GUO Jinyuan |
| South China Agricultural University, Guangzhou, China |
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Abstract Based on the transactional theory of stress and coping, the mechanism of social media overload on users’ discontinuous usage intention is explored with the “stressor-strain-outcome” model framework in this research. Data of 514 WeChat users were collected through the online questionnaire for empirical analysis. The results indicate that social overload, information overload, and communication overload as the three key overloads, all have positive influences on fatigue, and social overload can improve flow experience. Fatigue and flow experience significantly increase and decrease discontinuous usage intention respectively. Furthermore, there are significant gender differences in the impacts of overload on fatigue and flow experience, as well as the effects of fatigue and flow experience on discontinuous usage intention.
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Received: 15 May 2018
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