Research On The Willingness To Continuous Use Of Douyin Short Video

Faced with the fierce competition of short video applications such as fast Kuaishou,Xigua,Huoshan,etc.,young people,especially college students,are the targets for major short video platforms to compete for market share.How Douyin maintains the continued willingness of youth,especially college students,is an issue that needs to be considered urgently in the current market competition.Based on this,this study takes college students' willingness to continue using Douyin as the research question of this study.This research is based on the technology acceptance model and expectation confirmation theory as the theoretical foundation,and combines the theory of virtual community sense and external environment variables to build the theoretical model of this research.It adopts the quantitative research method of network questionnaires.This study makes an in-depth study of the current situation of college students' use of short videos and the factors that affect their continued use.Through research,we found that the three variables of initial use,perceived ease of use,perceived usefulness,and perceived interest,positively affect satisfaction;the first use has a positive effect on secondary use through mediating variable satisfaction;satisfaction affects the mediating variable Force,immersion,personal relationship,and emotional connection positively affect the continued use of Douyin by college students;social influence has a significant positive impact on the willingness of college students to first contact Douyin and the continued use of Douyin;Perceived usefulness and perceived interest have a significant positive effect on the continued willingness of college students to use Douyin.Perceived usefulness and perceived interest have a significant positive effect on college students' continued willingness to use Douyin.With regard to the above conclusions,this study proposes three suggestions for expanding Douyin's user group and maintaining the willingness to use from the threedimensions of content,publicity and users: enrich the interesting and knowledgeable elements;comprehensive marketing and strengthen publicity;optimize the user experience and value personal needs.