Research On Users' Continuance Usage Intention Of Mobile Short Video APP

The continuous development of Internet technology and the widespread use of intelligent mobile terminal devices have further accelerated the process of human intelligent mobile life.With the further strengthening of the trend of mobile and nationalization of social applications,social applications in various fields have sprung up rapidly.Mobile short video APP stands out among all kinds of mobile social applications because of its diverse content,low production threshold and strong participation.The rapid development of short video industry has brought profound changes to the lifestyle of hundreds of millions of users.At the same time,various kinds of short video APP emerge in endlessly,the competition in the industry is fierce,and the product homogeneity is serious.However,in the face of a large number of short video applications,user loyalty has declined and user competition has become increasingly fierce.Faced with the limited user resources,how to maintain the long-term sustainable use of users and enhance user stickiness has beconme an urgent problem to be solved in the short video industry.Through reviewing and summarizing the literature at home and abroad,it is found that due to the short development time of short video,scholars have only begun to study the content of short video in recent years,mainly focusing on five aspects;the evolution trend of mobile short video and industry convergence,the transmission characteristics of mobile short video,users'use and satisfaction,marketing profit model,industry problems and market supervision.From the perspective of-consumer behavior,research on the use and satisfaction of mobile short video by scholars mainly focuses on its motivation,willingness to use and user satisfaction.There is a lack of relevant research on its will to continue to use,and lack of theoretical guidance.Based on the above background,this paper combines theoretical analysis with empirical research to study the influencing factors of mobile short video APP users'continuance usage intention.On the basis of Technology Acceptance Model and Expectation Confirmation model,combined with perceptual interesting theory,flow theory and herd behavior theory,this paper constructs a research model of mobile short video APP users'continuance usage intention,and validates the research model through empirical test.This paper refers to the mature scales of the predecessors,and according to the characteristics of mobile short video,develops the measurement items of each variable,and collects data through questionnaire survey,and collects 213 valid questionnaires.In this paper,SPSS22.0 software is used to analyze the survey data,and test the research model and hypothesis.The results of this study show that perceived usefulness,perceived ease of use and perceived interest of users have a significant impact on the persistent use intention of mobile short video APP users through the mediation of flow experience in the use process and user satisfaction with the application.Moreover,herding behavior plays a moderating role in the process of the impact of user perception on satisfaction.On the basis of empirical analysis,the author puts forward countermeasures and suggestions for the future development and marketing propaganda means of mobile short video APP,according to the main factors affecting the users'continuance usage intention of mobile short video APP.