Research On The Influential Factors Of User Intention On Continuous Usage Of Mobile Short Video APP

With the popularization of mobile intelligent terminals and the complete coverage of 4G networks,China's mobile Internet users account for 96.3%of all Internet users,indicating that the mobile Internet era has already arrived.People's life,social and entertainment have undergone tremendous changes.In addition to the traditional picture and text based communications,people are more willing to use videos to convey information and communicate feelings.With the advent of the mobile Internet era,short-video industry increases tremendously.Various types of mobile short-video applications(APP)have been delieverd with a high ranking in the list of the APP market.By using mobile short-video APPs,users can search,post,and watch short videos without the limitation of time and space.The new socialized way based on mobile short-video APPs has quickly become a hot spot in the market,which draws much attention from young users,who usually have highly personalized needs.The earliest foreign short-video applications Viddy was annouced on April 11,2011.It can help users capture videos at any time,conduct intelligent editing,and share videos in time.Moreover,it allows users share videos to social platforms like Facebook,Twitter,and YouTube.Viddy has over 26 million subscribers and has been evaluated to worth 370 million dollars within only one-year development.Since then,Twitter and Instagram have also launched their own mobile short-video applications,which have attracted tens of million users.In recent years,China has gradually launched a number of mobile short-video APPs such as Miaopai,Meipai,and Kuaishou.Nowadays,the whole mobile short-video industry is basically stable and the demographic dividend is gradually disappearing.It is the most practical issue for mobile short-video APP enterprises to retain old users and maintain the continuous use of old users.For this reason,one of the most important issues is to identify the factors that affect the continuous use of mobile short-video APP users.In addition,through quantitative methods to analyze the factors that affect the user's willingness to use continuously so as to provide a basis for mobile short-video APP enterprises decision-making in improving business processes and increasing user stickiness.Based on the above background,in this thesis we introduce perceptive usefulness,perceived entertainment,and satisfaction as intermediary variables to study the influential factors for user intention on continuous usage of short-video APPs.We extend the expectation-confirmation model of information systems(ECM-IT)to build a research model for the continuous use intention of mobile short-video APP users.Compared with the traditional ECM-IT model,this study extends new social variables"social influence" and the mediator "perception entertainment" based on the social and entertainment attributes of mobile short-video APPs,which makes the model more stuiable for mobile short-video APPs.Based on the proposed research model,we propose 12 research hypotheses to effectively describe the relationship between independent variables,intermediate variables,and dependent variables.Then,we investigate the mobile short-video APP users such as Kuaishou,Douyin,and Meipai by questionnaire,and obtain 210 valid questionnaires.We use the SPSS software to analyze the collected data in terms of various metrics,including descriptive statistics,reliability analysis,validity analysis,correlation analysis,factor analysis and regression analysis.Through the empirical study in this thesis,we get the following results:(1)The expected recognition,perceived usefulness and perceived entertainment of the mobile short-video APP users positively affect users' satisfaction with the mobile short-video APP,in which the perceived entertainment has the highest impact,while the perceived usefulness has the secondly highest impact.(2)Perceived usefulness,perceived entertaining,satisfaction and social impact of users are significantly positively influenced by the continuous use of mobile short video APP users.The descending order of influence is satisfaction,social influence,perception Entertainment,and perceived usefulness.(3)Expectation confirms degree of satisfaction,perceived usefulness,perceptual entertaining as mediators indirectly affect the willingness of users to continue using,and satisfaction is the most important intermediary.Based on the empirical analysis,this study proposes four countermeasures for the future development of mobile short-video APP enterprises so as to provide decision reference for the further development of mobile short-video APP enterprises.We expand the ECM-IT model from the perspective of entertaining and social impact,and conduct in-depth quantitative data analysis based on the actual survey data to clarify the main factors that affect the continuous use of mobile short-video APP users and the degree of impact.The study of the thesis is expected to provide some references for the future development of the mobile short-video APP field.