Understanding Lurking Behavior through Intrinsic Motivation: A Behavioral Psychology Approach

This study investigates the factors contributing to social media fatigue and online social anxiety, resulting in users’ lurking behavior. Using the Stressor-Strain-Outcome (SSO) model and Self-Determination Theory (SDT) as theoretical frameworks, the research identifies intrinsic motivation, including social comparison, privacy concern, self-efficacy, fear of missing out and compulsive use, as key determinants. The study employs a quantitative research method, gathering data from 490 respondents through surveys and analyzing them using SPSS 27.0 and AMOS. Results indicate that social media fatigue and online social anxiety significantly impact lurking behavior, with compulsive use and privacy concern having the strongest effects. The research contributes to understanding online behaviors and offers practical insights for platforms, brands, and users to design interventions that encourage active participation and foster community building in digital environments. The findings underscore the importance of addressing intrinsic motivations to help users, especially younger individuals, maintain a balanced lifestyle, reduce social media fatigue and online social anxiety, and promote more active engagement. By addressing these factors, platforms and brands can enhance user satisfaction and engagement, ultimately supporting the sustainable development of social media ecosystems.