Abstract: 【Purpose/significance】Identifying the key influencing factors of user churn on Health WeChat Official Accounts to provide decision-making reference for the platform to avoid user churn, enhance user stickiness, and optimize service strategy.【Method/pro⁃ cess】The Procedural Grounded Theory is employed to conduct a three-level coding of semi-structured interview data, 81 initial con⁃ cepts, 21 subcategories and 7 main categories are extracted. Based on this, the influencing factors index system for user churn on Health WeChat Official Accounts is constructed. And the Fuzzy-DEMATEL method is used to identify the key influencing factors. 【Result/conclusion】User churn on Health WeChat Official Accounts is influenced by the interaction of 7 main categories: negative us⁃ age experiences, negative content experiences, negative interactive experiences, cognitive conflicts, negative emotions, low eHealth lit⁃ eracy and alternative platform attractiveness. The influence of 5 factors, namely system inefficiency, information overload, lack of emo⁃ tional communication, emotional fatigue, and the advantages of alternative platforms, is particularly critical. Based on the research findings, specific recommendations are provided for Health WeChat Official Accounts to avoid user churn.【Innovation/limitation】A mixed research methodology, combining qualitative and quantitative approaches, is employed to establish an index system for factors influencing user churn on Health WeChat Official Accounts. This study identifies key influencing factors that enrich the theoretical framework and scenario within the field of user behavior. Moving forward, it is necessary to conduct quantitative empirical analyses of the interacting mechanisms among influencing factors.