The effects of cognitive dissonance and self-efficacy on short video discontinuous usage intention

Ting Chen, Xia Li, Yaoqing Duan
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Abstract

PurposeThe 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/approachThis 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.FindingsThe 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/valueThis 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.
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认知失调和自我效能感对短视频间断使用意向的影响
短视频社交媒体的不连续使用行为对平台的发展提出了持续的挑战。本研究的目的是探讨短媒体间断使用意向的前因。本研究在认知失调理论(CDT)和自我效能理论的基础上,采用认知-情感-意识(CAC)框架对短视频社交媒体不连续意向进行分析。研究模型的实证评估使用SmartPLS 2.0,并基于从中国参与者获得的问卷数据。研究结果表明,信息过载和用户成瘾与认知失调有显著正相关,认知失调又显著影响不连续使用意愿。自我效能感对信息超载、用户成瘾、认知失调和间断使用之间的关系有调节作用。原创性/价值本研究从CDT的角度出发,运用自我效能理论,对短视频间断使用意向的影响因素进行了研究。本文还讨论了对未来短视频平台研究的理论意义,以及对短视频平台运营商和用户的实践建议。
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