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The influences of information overload and social overload on intention to switch in social media

ABSTRACT Switching behaviour among social media users is increasing nowadays. It is necessary and urgent to investigate the mechanism of intention to switch in order to help social media prevent user loss. This study tries to explore that under what condition the information overload, social overload are linked to social fatigue and intention to switch. The results show that social fatigue could play a role in mediating the relationships between both information overload and social overload in motivating an individual’s intention to switch. Moreover, information relevance could moderate the relationship between information overload and social fatigue, as well as social overload and social fatigue positively. The results of this study provide vital important reference for the operation of social media platforms.