Exploring Chinese user's online dis-identification: An integration of technology-organization-environment obstacles and person–environment misfits

Online dis-identification is when users intentionally distance themselves or disassociate from an online platform. This study explores Chinese user's online dis-identification from the standpoint of person–environment (P–E) misfits resulting from technological obstacles due to online privacy issues. Two-stage research was conducted using a mixed-methods approach. Semi-structured interviews with 50 participants were conducted to identify the characteristics of technology-organization-environment (TOE) obstacles and P–E misfits. A conceptual model was developed, and a structural equation model (SEM) was used, drawing on survey data from 1142 former Weibo users who had discontinued their usage, to test the proposed hypotheses. Except for role conflict, which did not significantly affect reduced platform usage, five TOE obstacle factors had a significant impact on the three P–E misfits. Privacy concerns significantly influenced reduced platform use and refusal to disclose personal information. The three P–E misfits contributed significantly to online dis-identification. This study provides an explanatory theoretical framework, trigger factors and process for understanding user's online dis-identification. • Identified mismatches arising from TOE obstacles lead to online dis-identification. • Found the impact of user-environment misfits on online dis-identification. • Integrated the TOE framework with P-E misfits to explain online dis-identification.