Abstract: This paper explores the factors that lead to social media users’ fatigue and platform shifting behaviors which are conducive to the healthy and rapid development of social media network platforms. This study studies the causes of social media users’ fatigue and platform transfer behavior as the core subject, and starts with QQ users’ transfer to WeChat as the research breakthrough point. Based on the grounded theory, and on the 25 semi-structured interviews with heavy social media users, it investigates data after open coding, axial coding, selective coding and saturation test. It then explores why Tencent QQ users stopped using the software and went to WeChat platform. This paper builds social media users’ fatigue and behavior model, and also reveals and analyzes the main factors that lead to such fatigue and transfer behavior. Keywords Soci

Key words: Social media, Social media users, Social media fatigue, User transfer, Grounded theory