Research On Users' Willingness To Continue Using Short Video Social Software

With the development of mobile 4G and mobile 5G,all kinds of social software have been presented.The demand of communicate is no longer satisfied by words or voice.Hence,the Short Video Social Software,which can record and post videos,is arisen.Using this kind of software,people not only can share experience,but also can feel the content that publishers want to express.In order to explore users’ satisfaction with the Short Video Social Software,analyze users’ willingness to continue using it,and promote the update and development of the Short Video Social Software,This paper takes the Tik Tok as the research object.We study the intention of users who continuous use the Short Video Social Software.The main research topics of this paper can be divided into the following two aspects.One is to study the influencing factors of users’ willingness to continue using.Another is to explore users’ satisfaction and intention to continue using according to users’ comments.Firstly,in order to study the influencing factors of intention of users,we establish the structural equation model for the intention of user.And we also establish EECM-IT model,TAM model and ISSM model.Through model fitting,hypothesis testing and path analysis,the ranking of influencing factors of Tik Tok users’ willingness to continue using is obtained.Then,in order to analyze the actual satisfaction of users with various influencing factors,we use software of “Python”to establishes a comment analysis model.This model includes two aspects: LDA Theme Model and Comment Similarity Analysis.Through the comment analysis model,we study the user’s attitude about the Tik Tok software,software content and software system.Finally,based on the research results,some suggestions for the development of Tik Tok are put forward.Based on the above research,this paper finally obtained the factors influencing users’ willingness to continue using the Short Video Social Software with Tik Tok as an example,as well as users’ attitude with the Short Video Social Software.Finally,based on the research results,this paper puts forward some Suggestions on the update and development of short video social software taking douyin as an example.The innovation of this paper mainly lies in:1.Combining with the characteristics of short video social software,the paperinnovates the model of users’ continuous use intention.2.Integrate structural equation with text analysis to study the continuous use intention of users of short video social software from two perspectives.