Abstract Based on the dual-process theory and social exchange theory, this study constructs a model of WeChat subscriptions users’unfollow intention from the dual perspectives of analytical factors and intuitive factors. 443 valid users’data are obtained by network questionnaire, and partial least squares structural equation modeling is applied to test the hypotheses. The results show that, among the analytical elements, perceived uselessness, actual cost and opportunity cost all have positive effects on users’ unfollow intention; among the intuitive factors, information overload and intrusiveness have positive impacts on users’ unfollow intention; The type of WeChat subscriptions (utilitarian vs. hedonic) plays a moderating role in the positive relationships between analytical factors, intuitive factors and unfollowing intention.
