Academic demotivation is a main shortcoming which our educational system faces, especially at high school level. The present study was undertaken to identify the factors affecting academic demotivation among high school students. The statistical population of the study was comprised of junior high school students in rural areas of Chahar Borj city. To draw the sample, purposive sampling method and theoretical saturation were utilized and 27 students were selected. The data extracted from semi-structured interviews were analyzed using the phenomenological method and the coding method of extracting the main and secondary themes. Results of the study showed that students' academic demotivation is affected by a combination of various factors including personal, family, school, social and communication media. In this article, each of the identified factors is discussed along with students' narratives. Findings from the research can be used as a part of educational reform programs to eliminate students' academic demotivation.