The purpose of this study is to use role expectation theory to identify potential determinants of user voting avoidance on mobile social media.
Data were collected through a survey of 602 WeChat users, and the proposed model was analysed using structural equation modelling.
Results indicate that user voting avoidance was positively influenced by unfair competition, perceived inauthenticity, perceived information insecurity, over-consumption of renqing (a unique Chinese human relation) and organisation placement in the context of mobile social media.
This study illustrates mobile user voting avoidance from the perspective of role expectation theory and clarifies the importance of avoidance in current voting research.
The work was substantially supported by the Ministry of Education of China, Humanities and Social Sciences Project (No. 17YJC630068), National Natural Science Foundation of China (Nos. 71701002, 71701135), and Anhui Higher Education Promotion Plan on Natural Science (No. TSKJ2017B03).
Zhang, S., Chen, Y., Li, X. and Dou, G. (2020), "Determinants of voting avoidance On mobile social media: evidence from WeChat in China", Kybernetes, Vol. 49 No. 5, pp. 1445-1464. https://doi.org/10.1108/K-10-2018-0571
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