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Understanding social media users' unfollow intentions: take WeChat subscriptions as an example

机译：了解社交媒体用户的关注意图：以微信订阅为例

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Purpose - An increasing number of users join and become immersed in WeChat official accounts, but many users quit using these services as well. Nevertheless, most of the previous studies mainly focussed on the usage behavior. The purpose of this paper is to fill the gap by examining factors affecting users' unfollow intentions for WeChat subscriptions in a Chinese context.Design/methodology/approach - Structural equation modeling is used in our study. A field survey with 260 WeChat users is conducted to test the research model and hypotheses.Findings - The results show the following interesting key findings: first, the effect of actual cost on users' unfollow intentions is larger than the effect of opportunity cost; second, users' unfollow intentions will decrease with the increase of users' perceptions of information usefulness; third, the results of the control variables showed that only landing frequency has a negative effect on users' unfollow intentions; and fourth, users' demographic differences are also examined in regard to how they may affect users' unfollow intentions.Originality/value - First, this paper studies factors influencing users' unfollow intentions for WeChat subscriptions from a social exchange theory perspective; the authors considered both extraneous factors and users' internal perception factors potentially affecting users' unfollow intentions, which has rarely been researched. Furthermore, the authors examined significant differences among users' demographic characteristics in affecting users' unfollow intentions. The results of the study provide a more comprehensive understanding of the influencing factors of users' unfollow intentions.
机译：目的-越来越多的用户加入并沉迷于微信官方帐户，但许多用户也退出使用这些服务。尽管如此，以前的大多数研究主要集中在使用行为上。本文旨在通过研究影响用户在中国语境下订阅微信的意愿不足的因素来填补这一空白。设计/方法/方法-结构方程模型在我们的研究中被使用。研究人员对260个微信用户进行了实地调查，以检验研究模型和假设。结果-结果显示出以下有趣的关键发现：第一，实际成本对用户违背意愿的影响大于机会成本的影响；其次，随着用户对信息有用性的感知程度的提高，用户的违背意愿将会减少。第三，控制变量的结果表明，只有降落频率对用户的不遵守意愿有负面影响；第四，对用户的人口统计学差异进行了研究，以了解它们可能会影响用户的非跟随意图。首先，本文从社会交流理论的角度研究了影响用户对微信订阅的非跟随意图的因素；作者认为，无关紧要的因素和用户的内部感知因素都可能影响用户的违背意图，这很少进行研究。此外，作者检查了用户的人口统计学特征在影响用户的违背意愿方面的显着差异。研究结果为用户不遵循意图的影响因素提供了更全面的理解。

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