The current body of literature indicates a growing trend of discontinuous usage intentions among users of social media platforms. While several factors affecting discontinuous usage intentions have been explored in previous research, the specific factors and mechanisms impacting discontinuous usage intentions among users of pan-entertainment mobile live broadcast platforms remain undefined. This study aims to clarify these factors and mechanisms and to provide both theoretical and practical guidance to users to encourage rational usage of the platform, as well as support the optimization of innovative services offered by the platform's operator. This study, which is grounded in the theoretical framework of "Cognition-Emotion-Behavior intention," develops an influencing mechanism model based on cognitive dissonance and self-efficacy. A total of 340 valid samples were collected through questionnaires and analyzed using a structural equation model, which revealed that information overload, service overload, and user addiction had a positive impact on cognitive dissonance, which was moderated by self-efficacy. Cognitive dissonance also had a positive impact on discontinuous usage intentions, again moderated by self-efficacy. These findings expand upon previous research on discontinuous usage intentions among social media users and offer insights into the underlying psychological mechanisms among users of pan-entertainment mobile live broadcast platforms. Additionally, the study provides valuable information for practitioners to consider in the design of the platform, with the ultimate goal of improving user experience and promoting retention.
Keywords: PLS-SEM; cognition-emotion-behavior intention; discontinuous usage intention; pan-entertainment mobile live broadcast platform; self-efficacy.