Determinants of voting avoidance On mobile social media: evidence from WeChat in China

Abstract

PurposeThe purpose of this study is to use role expectation theory to identify potential determinants of user voting avoidance on mobile social media.Design/methodology/approachData were collected through a survey of 602 WeChat users, and the proposed model was analysed using structural equation modelling.FindingsResults indicate that user voting avoidance was positively influenced by unfair competition, perceived inauthenticity, perceived information insecurity, over-consumption of renqing (a unique Chinese human relation) and organisation placement in the context of mobile social media.Originality/valueThis study illustrates mobile user voting avoidance from the perspective of role expectation theory and clarifies the importance of avoidance in current voting research.