扎根理论视角下微信用户间歇性中辍行为的探索性研究  

An Exploratory Study on WeChat Users’Discontinuance Behavior from the Perspective of Grounded Theory

作　　者：甘春梅 林晶晶[1] 肖晨[2] Gan Chunmei;Lin Jingjing;Xiao Chen(School of Information Management Sun Yat-Sun University,Guangzhou,510006;Guangdong University of Foreign Studies,Guangzhou,510420)

机构地区：[1]中山大学信息管理学院,广州510006 [2]广东外语外贸大学,广州510420

出　　处：《信息资源管理学报》2021年第5期96-102,113,共8页Journal of Information Resources Management

基　　金：教育部人文社会科学研究青年基金项目“社交媒体用户行为的间歇性中辍现象及其机理研究”(19YJC870006);中山大学中央高校基本科研业务费专项资金资助的研究成果之一。

摘　　要：社交媒体的日益渗透导致用户出现间歇性中辍行为。以微信为例,探讨微信用户产生间歇性中辍的影响因素及其行为后果。利用扎根理论法,面向39名微信用户进行访谈,并使用Nvivo 11进行数据分析。通过开放性编码、主轴编码、选择性编码和理论饱和度检验,得到各要素与行为之间的内在联系,构建微信用户间歇性中辍行为的前因与后果的理论模型。研究发现,刺激要素(如社会上行比较和冲突)影响有机体要素(如消极情感体验),进而对微信用户间歇性中辍行为产生重要影响;而微信用户产生间歇性中辍行为的后果则涉及社交变化、行为变化和情感变化。The increasing penetration of social media has resulted in user discontinuance.Taking WeChat as an example,this study explored the antecedents and outcomes of WeChat discontinuance.Based on grounded theory,interview data from 39 WeChat users in China were collected and further analyzed via Nvivo 11.Through open coding,axial coding,selective coding and theoretical saturation testing,this study obtained the relationship among different factors and WeChat discontinuance,and therefore developed a theoretical model of antecedents and outcomes of WeChat discontinuance.Results showed that,stimulus factors(such as upward social comparison and conflict)had significant effects on organic factors(such as negative emotional experience),which further influenced WeChat discontinuance.Also,the outcomes of WeChat discontinuance included social change,behavioral change and emotional change.

关 键 词：微信用户 间歇性中辍 扎根理论 影响因素 行为后果 情感体验 

分 类 号：G206[文化科学—传播学]