Li Shanshan, Lei Tianjiao, Cui Zunkang
[Purpose/Meaning] As a high-frequency phenomenon,dropout behavior is a "pain point" for social media operators to improve technology and service quality,enhance user stickiness,and optimize product experience.This article takes SINA Micro-blog as an example to construct a conceptual model of discontinued behavior in weak-ties social media,in order to provide relevant suggestions and theoretical references for users,platforms,operating units,and media management departments.[Method/Process] Using grounded theory and based on ‘I&Me’ theory,this paper attempted to explore the influence mechanism of discontinued behavior in weak-ties social media,and constructed its conceptual model from the aspects of subject-self,objective-self and environmental factors,which covered the entire cycle of "adopt-use-dropout-readopt".[Conclusion/Discovery] Subject-self factors,such as changes in interest,changes in mental state,information overload,and object-self factors,such as loss of expressiveness,pan-entertainment,changes in life status,are the main causes of dropout behavior in weak-ties social media.Meanwhile,environmental factor is an important medium to promote the interaction,superposition or reversal of subjective and objective factors.[Innovation/Value]This paper introduced the "I & Me" theory into the field of user behavior study of social media,explored the internal mechanism and theoretical models of users' dropout behavior in weak-ties social media,and proposed related improvement suggestions for product,technology and service.