Abstract: The study explores the influencing factors and formation mechanisms of users intermittent discontinuation behavior in generative intelligent search, offering reference for user retention and engagement on the platform. Based on social cognitive theory and cognitive dissonance theory, the generative intelligent search experience dissonance is divided into two dimensions: emotional experience dissonance and utilitarian experience dissonance. A model of users intermittent discontinuation behavior is constructed from the perspectives of individual prior cognitive factors and the affordance environment. Structural equation modeling is used for empirical analysis. The results indicate that content integration failure and questionanswer interaction failure in generative intelligent search significantly affect users utilitarian experience dissonance, which in turn leads to intermittent discontinuation behavior. Among these factors, content integration failure has a more significant impact on discontinuation behavior. In addition, individual prior cognitive factors, such as perceived risk of artificial intelligence generated content (AIGC) and expected efficacy, significantly affect emotional experience dissonance, thereby influencing discontinuation behavior. Furthermore, utilitarian experience dissonance indirectly affects discontinuation behavior through the mediating role of emotional experience dissonance.

Key words: Generative intelligent search, Intermittent discontinuation behavior, Emotional experience disruption, Utilitarian experience disruption, Social cognitive theory