A Cognitive-Emotional Model From Mobile Short-Form Video Addiction to Intermittent Discontinuance: The Moderating Role of Neutralization

AbstractAbstractDiscontinuance is considered very effective in the treatment of IT addiction. However, prior literature on the mechanism from IT addiction to discontinuance has reached inconsistent conclusions. Also, scholars cannot explain why some individuals do not make any changes after becoming addicted, even when they realize that their behavior is not in line with the norms. To fill the gaps, our research developed a cognitive-emotional model, with neutralization as a moderator, to understand the internal mechanism from mobile short-form video addiction to intermittent discontinuance. Based on the online survey of 493 Chinese mobile short-form video users, this study used partial least squares structural equation modeling (PLS-SEM) to empirically verify our model and hypothesis. The results show that mobile short-form video addiction positively affects cognitive dissonance and emotional fluctuation. And cognitive dissonance and emotional fluctuation are found to have a positive effect on intermittent discontinuance through attitudinal ambivalence. Furthermore, neutralization negatively moderates the relationship between cognitive dissonance and attitudinal ambivalence, emotional fluctuation and attitudinal ambivalence. Theoretical and practical implications of these findings are discussed. Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsYafei FengYafei Feng is currently a teacher in the School of Business at South China Normal University. His research interests include social media, e-commerce, and e-health.Lifu LiLifu Li is a PhD Candidate in the Faculty of Engineering and Information Technology at University of Technology Sydney. His research interest focuses on the information behavior of ethnic minorities.Anqi ZhaoAnqi Zhao is a PhD Candidate in the School of Information Systems at Singapore Management University. Her research interests focus on information systems and users' information behavior.Notes1 http://www.cnnic.net.cn/gywm/xwzx/rdxw/20172017_7086/202208/t20220831_71823.htm2 http://news.youth.cn/qdc/pic_list/202208/t20220828_13956280.htm