This study aims to examine how cognitive dissonance, specifically product dissonance and emotional dissonance, influences user attitude and continuance intention towards blended learning platforms within a service engagement framework.
Survey data were collected from 570 blended learning users. Two complementary methods were applied: partial least squares structural equation modelling (PLS-SEM) to test direct and indirect relationships among constructs, and fuzzy-set qualitative comparative analysis (fsQCA) to identify multiple combinations of conditions leading to similar outcomes.
Product dissonance significantly increases emotional dissonance and negatively affects user attitude and continuance intention. Four behavioural and social mechanisms – technology adoption behaviour, social media engagement, normative influence and online reputation management – help mitigate these negative effects. The fsQCA results further show that multiple configurations of behavioural and social conditions can sustain continuance intention even under high dissonance. Across configurations, technology adoption behaviour and online reputation management consistently emerge as core conditions supporting continued use.
Blended learning providers should reduce expectation–performance gaps and strengthen users’ digital adoption skills to improve continuance intention. Platforms can minimise product-related dissonance through continuous feedback systems, real-time support, adaptive learning features and regular content updates. Providers should also invest in digital onboarding, tutorials, peer-support forums and user-centred interface design to reduce technical frustration and dropout. Enabling learners to display achievements through public profiles, digital badges, leaderboards and peer endorsements can further strengthen motivation and sustained engagement.
This study extends cognitive dissonance theory to post-adoption behaviour in blended learning by integrating symmetric (PLS-SEM) and asymmetric (fsQCA) approaches. The findings offer a hybrid explanation of continuance intention, combining attitudinal processes with configurational pathways that build user resilience.
