The Mediating Role Of Dissatisfaction Between The Overload And The Discontinuous Usage Intention Of Short Video Platforms In China

Abstract

The evolution of communication technology and the widespread adoption of mobile devices have profoundly altered the work and lifestyle patterns of individuals. The emergence of short video social media platforms has significantly expanded to meet users' needs for social interaction, entertainment, education, and professional engagement. The proliferation of short video social media platforms has experienced a significant increase in popularity among smartphone users worldwide. Nonetheless, as time progresses, users encounter a plethora of short films that do not fulfil their expectations, leading to adverse emotions, including disappointment, which ultimately diminishes their intent to engage with the site. Previous studies have primarily focused on the discontinuous usage intention of social media users; however, there exists a notable gap in thorough theoretical exploration and clarification of the underlying mechanisms influencing short video users' discontinuous usage intention. This research aims to examine the influence of experienced overload and perceived value on the intention to discontinue usage among consumers of short videos. This research constructs a model of discontinuous usage intention grounded in the Cognition-Affection-Conation (CAC) theory, Expectancy Disconfirmation theory, and Self-efficacy theory, while also presenting the associated research hypotheses. The perceived overload and perceived value are related to users' cognitive assessment of the short video platform, influencing their emotional responses, particularly leading to dissatisfaction. Moreover, the extent of dissatisfaction affects consumers' conative responses, specifically their choice to cease usage.