短视频社交媒体用户不持续使用意向研究--整合认知失调与自我效能双重视角

Research on Discontinuous Usage Intention of Short Video Social Media Users Based on Cognitive Dissonance and Self-Efficacy

[研究目的]厘清短视频社交媒体用户不持续使用意向影响因素及因素内在作用逻辑,从理论和实践层面对用户理性使用短视频社交媒体进行引导,推进运营商优化创新服务战略。[研究方法]在“认知-情感-行为意向”理论框架基础上,构建基于认知失调和自我效能的短视频社交媒体用户不持续使用意向影响机理模型,通过问卷调查收集340份有效样本数据,采用结构方程模型进行假设检验与实证分析。[研究结论]研究结果表明:短视频信息过载、服务过载和用户沉溺正向影响认知失调,这个过程中自我效能产生负向调节作用;认知失调正向作用于短视频社交媒体用户不持续使用意向,自我效能负向调节认知失调对平台用户的不持续使用意向影响。

[Research purpose]This study clarifies the influencing factors of discontinuous use intention of short video social media users,which has important practical value for optimizing service strategies of short video social media platforms and guiding users to rationally use social media.[Research method]Based on the theoretical framework of CAC,the study constructs the influencing mechanism model of discontinuous usage intention of short video social media users based on cognitive dissonance and self-efficacy.The authors collected 340 valid samples through online questionnaire and conducted hypothesis testing and empirical analysis using structural equation model.[Research conclusion]The results show that information overload,service overload and user addiction positively affect cognitive dissonance,while self-efficacy negatively moderates cognitive dissonance.Cognitive dissonance positively affects the discontinuous use behavior of users of short video social platforms.Self-efficacy negatively moderates the effect of cognitive dissonance on discontinuous use behavior of platform users.