Research on Factors Influencing News Avoidance Intention among Social Media Users
Social media has become the primary way for people to get news.However,as the number of platform channels and news content increases,more and more people are starting to disconnect from the news.This study focuses on constructing a structural equation model to empirically test the factors that influence users'willingness to avoid news on social media.The re-search shows that negative emotions are the direct driving force behind news avoidance.Perceived news overload and news hom-ogenization play some facilitating role in generating negative emotions.No significant correlation was found between news credi-bility and news fatigue.This study proposes a novel theoretical integration model to elucidate the motivational mechanism behind social media users'news avoidance behavior.It also provides theoretical and practical insights for news media and social media operators to change their news production and distribution strategies,thereby increasing users'news efficacy and fostering enthu-siasm for news participation.