The impacts of algorithm awareness on discontinuous usage: privacy concerns, information quality concerns, personal autonomy concerns and psychological reactance

Purpose This study investigates the impact of algorithm awareness on social media users’ privacy concerns, information quality concerns, personal autonomy concerns and discontinuous usage behaviors. Moreover, the moderating role of psychological reactance in this framework is also examined. Design/methodology/approach Using Chinese Douyin users as the research target, this study conducted a cross-sectional online survey and collected 303 questionnaires. Collected data were analyzed with Least Squares Structural Equation Modeling (PLS-SEM) and hierarchical regression modeling to test model paths and moderating effects. Findings Findings revealed that (1) algorithm awareness was positively associated with privacy concerns, information quality concerns and personal autonomy concerns; (2) privacy concerns, information quality concerns and personal autonomy concerns were all positively associated with discontinuous usage; (3) psychological reactance positively moderates the relationships between privacy concerns/information quality concerns/personal autonomy concerns and discontinuous usage behaviors. Originality/value This study explores social media users’ discontinuous usage behaviors from the perspective of algorithm awareness and users’ concerns toward algorithms. Research results indicate that users’ algorithm awareness may not only cause positive cognition and feedback but also lead to negative attitudes and behavioral responses. Therefore, policymakers and platform companies should implement principles of transparency, diversity and autonomy to create a healthy social media platform environment, helping users view and use online platforms reasonably.