Research On Influential Factors Of Users' Continuance Usage Intention For Mobile Short Video Platform

With the development of science and technology in China,smartphones are becoming more and more popular,the 4G network has basically achieved full coverage,the speed of network has been greatly increased and the cost of network has been gradually reduced.A series of developments have created a good online experience environment for mobile internet users,and also made their demand for entertainment and social networking based on the internet continue to rise.Mobile short video,as a form of content dissemination with large information load,rich content and stronger sense of interaction,has emerged as the times require.It is welcomed and loved by the public and is becoming popular gradually.The development of mobile short video industry in 2018 is remarkable.As an emerging field in vigorous development,all mobile short video platforms are still in the exploratory stage in product design and user operation.This study takes the most popular mobile short video platform"Douyin" as an example,explores the influencing factors of users'willingness to continue using mobile short video platforam,and finds the influencing mechanism among these factors.Based on the research conclusions,it provides reference suggestions for operators of mobile short video platform in product design,user operation and other related decision-making.On the basis of reviewing relevant literature,combining with the actual situation of mobile short video industry,this study chooses The DeLone and McLean Model of Information Systems Success(The D&M IS Success Model)and the Unified Theory of Acceptance and Use of Technology(UTAUT)as the basis,combines the theory of perceived entertainment and the theory of perceived cost,finally constructs the theoretical model of usersl'willingness to continue using mobile short video platform and puts forward the research hypothesis.Analytical data are obtained through questionnaires,and these data are analyzed and validated by SPSS and AMOS.The results show that:the System Quality of Douyin short video platform will affect users'effort expectancy and performance expectancy;platform's information quality significantly affects users' effort expectancy and perceived playfulness;usersl'effort expectancy,perceived playfulness and social influence positively affect users' willingness to continue using,while the factor perceived cost negatively affect useirs'willingness to continue using.Based on the research results,the paper provides suggestions on product design and user operation for mobile short video platform operators,hoping to provide some reference for relevant decision-making of mobile short video platform.