Understanding discontinuance behavior on short-video platform: the effects of perceived overload, dissatisfaction, flow experience and regret
ISSN: 1468-4527
Article publication date: 26 March 2024
Issue publication date: 11 October 2024
Abstract
Purpose
User discontinuance on short-video platform has become increasingly prevalent in recent years. Short-video discontinuance refers to reduced use, controlled use or suspended use of the short-video platform. In this study, we examined factors associated with discontinuance behavior on short-video platform.
Design/methodology/approach
From the perspective of stressor–strain–outcome (SSO), we put forward a theoretical model integrating perceived information overload and perceived system feature overload (stressors), dissatisfaction (psychological strain), flow experience and regret to explain discontinuance behavior on short-video platform (behavioral outcome). We collected 482 survey data from Douyin users in China, and empirically examined the proposed research model via Partial least squares structural equation modeling (PLS-SEM) technique.
Findings
Our results demonstrated that perceived system feature overload exerts a positive effect on perceived information overload. Perceived system feature overload has a stronger influence on dissatisfaction than perceived information overload. Regret increases user dissatisfaction, while flow experience decreases user dissatisfaction. We also discovered that dissatisfaction and regret have significant positive effects on discontinuance behavior. Interestingly, flow exerts no significant influence on discontinuance behavior.
Originality/value
This study enriches the body of knowledge on social media discontinuance by revealing the interaction and effects of flow experience, dissatisfaction and regret on discontinuance. This study also extends the understanding on the complex role of flow experience in leading to social media discontinuance. Additionally, this study deepens the research on the interaction between perceived system feature overload and perceived information overload as well as their different influences on negative emotion.
Keywords
Acknowledgements
This work was supported by grants from the National Social Science Fund of China (21BTQ064).
Citation
Gan, C. (2024), "Understanding discontinuance behavior on short-video platform: the effects of perceived overload, dissatisfaction, flow experience and regret", Online Information Review, Vol. 48 No. 6, pp. 1121-1141. https://doi.org/10.1108/OIR-03-2023-0123
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited