【摘要】 基于感知过载视角，以微信为例对不同人格特质社交媒体用户的不持续使用行为进行了实证研究。选取人格特质中最具代表性的两大人格：外向性人格、神经质人格，结合社会认知理论、认知负荷理论，构建了社交媒体不持续使用行为形成机理概念模型，并提出相应假设。数据分析比对后发现：外向性人格负向影响感知过载、神经质人格正向影响感知过载；信息过载、社交过载及系统功能过载对不持续使用行为存在影响作用，且影响程度不同；感知过载在人格特质与不持续使用行为之间起中介作用。基于结论从感知过载和人格特质两个视角为社交媒体运营商提出了建议。更多还原

【Abstract】 With a perceptual overload perspective, an empirical study was conducted on the discontinuous usage behaviors of social media users with different personality traits. Taking WeChat as an example and adopting social cognition theory and cognitive load theory, we selected the two most representative personality traits of extroversion and neuroticism to construct the conceptual model of the formation mechanism of social media discontinuous usage behavior and put forward corresponding hypotheses. The research results prove that extroversion negatively affects perceptual overload while neuroticism positively affects it; information overload, social overload and system function overload have different effects on discontinuous usage behavior; perceptual overload acts as an intermediary between personality trait and discontinuous usage behavior. Based on the findings, suggestions are proposed for social media operators from the perspectives of perceptual overload and personality traits.更多还原