Abstract: The increasing penetration of social media has resulted in user discontinuance. Taking WeChat as an example, this study explored the antecedents and outcomes of WeChat discontinuance. Based on grounded theory, interview data from 39 WeChat users in China were collected and further analyzed via Nvivo 11. Through open coding, axial coding, selective coding and theoretical saturation testing, this study obtained the relationship among different factors and WeChat discontinuance, and therefore developed a theoretical model of antecedents and outcomes of WeChat discontinuance. Results showed that, stimulus factors(such as upward social comparison and conflict) had significant effects on organic factors(such as negative emotional experience), which further influenced WeChat discontinuance. Also, the outcomes of WeChat discontinuance included social change, behavioral change and emotional change.

Key words: WeChat user, Discontinuance, Grounded theory, Antecedents, Behavioral outcomes, Emotional experience