The effects of cognitive dissonance and self-efficacy on short video discontinuous usage intention
Abstract
Purpose
The discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of intentions to short media discontinuous usage.
Design/methodology/approach
This study adopts a Cognition–Affection–Conation (CAC) framework to analyze short video social media discontinuous intention on the basis of cognitive dissonance theory (CDT) and self-efficacy theory. The empirical evaluation of the research model was conducted using SmartPLS 2.0 and was based on questionnaire data obtained from participants in China.
Findings
The results show information overload and user addiction have a significant positive association with cognitive dissonance, which is, in turn, found to significantly impact discontinuous usage intention. Self-efficacy moderates the relationships between information overload, user addiction, cognitive dissonance and discontinuous usage.
Originality/value
This study contributes to the understanding of the factors that influence short video discontinuous usage intention and it achieves this by engaging from a CDT perspective and by applying Self-Efficacy Theory. Theoretical implications for future short video platform research, as well as practical suggestions for short video platform operators and users, are also discussed.
Keywords
Acknowledgements
Funding: This research is partially supported by the National Natural Science Foundation of China (project No. 71503099), The Ministry of Education in China of Humanities and Social Science Project (No. 20YJC630067), the Fundamental Research Funds for the Central Universities (project No. CCNU19A06031), and supported by the China Scholarship Council (No. 202206770003).
Citation
Chen, T., Li, X. and Duan, Y. (2023), "The effects of cognitive dissonance and self-efficacy on short video discontinuous usage intention", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-08-2022-0634
Publisher
:Emerald Publishing Limited
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