In recent years, many Social networking sites (SNSs) have experienced a serious loss of users. In addressing this issue, this study investigates both enabling and inhibiting mechanisms of discontinuous intention based on cognition-affection-conation framework. Using data collected from 401 users of Weibo, we empirically test our theoretical model. The results indicated that overload (i.e. system feature overload and information overload) can bring about social media fatigue and dissatisfaction, which further lead indirectly or directly to an intention to cease. At the same time, content interestingness, novelty and usefulness can increase users’ satisfaction which may inhibit discontinuous intention. Theoretical and practical implications and limitations are subsequently discussed.