The current research investigates the determinants of information avoidance in the use of mobile social applications (apps) from a social comparison perspective. It specifically examines how cognitive dissonance, emotional exhaustion, and gender differences shape the comparison process, ultimately leading to information avoidance. An online survey with 458 app users was conducted to collect data. Structural equation modeling with partial least squares (PLS-SEM) was employed to empirically test our proposed model. The findings indicate that social comparison serves as a significant source of cognitive dissonance and emotional exhaustion, which in turn lead to information avoidance within mobile social apps. Furthermore, gender differences positively moderate the relationship between social comparison and emotional exhaustion, with the effect being stronger for women than for men. This study enhances the understanding of information avoidance through the lens of social comparison by examining both cognitive and emotional dimensions. Additionally, it analyzes gender differences in social comparison, providing a more comprehensive view of how men and women engage with and are affected by comparison processes.
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