Zhang Min, Meng Die, Zhang Yan
[Purpose/Significance]Exploring passive behaviour's formation mechanism of strong-ties social media users and the interaction mode of variables,and providing positive comments and suggestions for developers and operators of strong-ties social media to improve service quality,optimize user experience and improve user stickiness. [Method/Process]Based on the dual analytical perspective of motivator and inhibitor,taking the typical application of strong-ties social medias WeChat Moment as the empirical research object,this article got text data through the depth interview with experienced users,extracted concepts and categories through three steps including open coding,axial coding and selective coding to build the conceptual model,and carried out the theoretical saturation test.[Result/Conclusion]Situational factors consisting of information overload,social overload and system dissatisfaction and cognitive factors consisting of perceived privacy risk,psychological fatigue and using addiction promoted users' passive behaviour.Situational factors consisting of network externalities,group norms,added functional value and conversion barriers and cognitive factors consisting of information needs,functional needs and emotional needs inhibited users' passive behaviour.With the dual forces effect of motivators and inhibitors,users had different kinds of passive behaviours such as prompt cancellation,shielding,controlled using,diving and intermittent using.In addition,individual factors consisting of demographic characteristics,personality characteristics,relationship characteristics and usage characteristics regulated the relationship between motivators as well as inhibitors and users' passive behaviours.