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Determinants of voting avoidance On mobile social media: evidence from WeChat in China

Shengliang Zhang (School of Management, University of Science and Technology, Hefei, China)
Yuan Chen (School of Management, University of Science and Technology, Hefei, China)
Xiaodong Li (Department of Business Administration, Anhui Polytechnic University, Wuhu, China)
Guowei Dou (College of Management, Shenzhen University, Shenzhen, China)

Kybernetes

ISSN: 0368-492X

Article publication date: 27 August 2019

Issue publication date: 30 April 2020

Abstract

Purpose

The purpose of this study is to use role expectation theory to identify potential determinants of user voting avoidance on mobile social media.

Design/methodology/approach

Data were collected through a survey of 602 WeChat users, and the proposed model was analysed using structural equation modelling.

Findings

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.

Originality/value

This study illustrates mobile user voting avoidance from the perspective of role expectation theory and clarifies the importance of avoidance in current voting research.

Keywords

Acknowledgements

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).

Citation

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

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited