[目的/意义]社交媒体成瘾危害日益凸显，厘清社交媒体使用从成瘾到不持续使用的行为转变机制，为用 户减轻社交媒体问题性使用提供新的视角。[方法/过程]文章基于自我差异理论，构建社交媒体用户不持续使用 意愿模型，揭示社交媒体成瘾、负面情绪（社交焦虑、抑郁）与不持续使用意愿三者之间的相互作用机理，分析自我 效能在社交焦虑和抑郁与不持续使用意愿关系中的调节作用。通过网络调查问卷收集到399份有效数据，采用 偏最小二乘结构方程模型（PLS-SEM）方法进行模型的实证分析。[结果/结论]结果显示，社交媒体成瘾正向影响 社交焦虑、抑郁、不持续使用意愿；社交焦虑正向影响抑郁、不持续使用意愿，抑郁正向影响不持续使用意愿。自 我效能对社交焦虑、抑郁与不持续使用意愿之间的关系具有调节效应。

[Purpose/significance] The phenomenon of social media addiction is becoming increasingly prominent. The paper clarifies the mechanism of users' discontinuous use social media due to addiction, which can provide a new perspective for users to reduce problematic use of social media. [Method/process] Based on self-discrepancy theory, a model of social media users' discontinuance intention was constructed. The paper reveals the interaction mechanism among social media addiction, negative emotions (social anxiety, depression) and discontinuance intention, and analyz? es the moderating role of self-efficacy in the relationship between social anxiety, depression and discontinuance inten? tion. A total of 399 valid data were collected from an online questionnaire. Partial least squares structural equation mod? elling (PLS-SEM) is applied to carry on the empirical analysis of the model. [Result/conclusion] The results showed that social media addiction puts a positive influence on social anxiety, depression, and discontinuance intention; Social anxiety positively affected depression and discontinuance intention, and depression positively affected discontinuance intention. Self-efficacy had a moderating effect on the relationship between social anxiety, depression and discontinu? ance intention.