Research on the Influencing Factors of Microblog Users'Dropout Behavior Based on Interpretative Structural Model
[Purpose/significance]This paper explores the influencing factors of microblog users'dropout behavior and constructs an explanatory structural model of influencing factors of microblog users'dropout behavior,which has important theoretical and practical significance for continuously stimulating microblog users'activity and promoting the sustainable development of social media.[Method/process]Based on the grounded theory,this paper conducts in-depth interviews with microblog users,and extracts the influencing fac-tors of microblog users'dropout behavior by three-level coding of the original data.It divides the influencing factors into hierarchical structures through the interpretive structural model,and analyzes the internal relationship between the influencing factors and their action mechanism.[Result/conclusion]The influencing factors of microblog users'dropout behavior mainly include 16 factors at the bottom,middle and surface levels,among which,three bottom-level factors,network environment,social environment and users'personality characteristics,are the most fundamental factors of dropout behavior,11 surface-level factors,such as perceived cost,social overload,and information quality,have the most direct influence on dropout behavior,and information overload and functional overload are the in-termediate connecting factors.
microblog users'dropout behaviorinfluencing factorgrounded theoryinterpretive structural model
NETL
NSTL
万方数据
维普
