Investigating Information Cocoon Attitudes in Short-Form Video Applications

The explosive development of short-form video applications (SVAs) and online recommendation services bring us enjoyable experience in accessing abundant information, and simultaneously create information cocoon. Limited research has paid attention to this phenomenon. To fill the gap, drawing on Dual-factor Theory, this study systematically investigates the enablers and inhibitors in conjunction to measure user attitudes toward information cocoon (both positive and negative attitudes: information cocoon attitude and information cocoon breakthrough attitude, respectively), as well as users’ continuance usage intention resulting from information cocoon attitudes. Data was collected from 142 respondents via an online survey, then analyzed with Smart PLS 3.3. Findings reveal that enablers (preference stability and subjective norm) positively affect information cocoon attitude, while the inhibitors (perceived heterogeneity and alternative attractiveness) positively affect information cocoon breakthrough attitude. Furthermore, information cocoon attitude positively affects continuance usage intention. Theoretical and practical implications are discussed.