Empirical Study Of Influence Factors On The Continuous Usage Of Mobile Video APP

With the development and popularization of mobile devices and mobile internet,people's lifestyles are quietly changing.The traditional consumption pattern of video have also undergone fundamental changes.Consumers have changed their past consumption patterns through TV and PC into mobile devices.Compared with the PC,mobile video app is easy to use and free from space limitation,and has gradually became an important way of acquiring video resources and services in daily lives.According to the 42 nd China Statistical Report on Internet Development,by the time of June 2018,the number of netizens of mobile phone in China reached 788 million,and the number of netizens of mobile network video was 576 million,of which the “90s”netizens had the largest proportion.The "post-90s" netizens were born in the era of rapid development and rapid transformation of information technology in China.They are the priority experiences in the information age.Because of the unique and distinct group characteristics of the “post-90s”,the continuous usage of mobile video app of them are significantly different from other social groups.Therefore,this study takes the “post-90s” group as the investigation object,and it is more unique valuable to study the influencing factors on continue usage of mobile video app.In terms of theoretical basis and model establishment,there are three main components:First,combing the classical theory commonly used to research the users' willingness and behavior of information system,including Theory of Reasoned Action(TRA),Technology Acceptance Model(TAM),Expectation Confirmation Theory(ECT),and Information System Success Model(D&M),etc.Based on the Expectation Confirmation Model of IS Continuance(ECM-ISC)and the Information System Success Model(D&M),the basic variables of the study are determined,which summarizes seven indicator variables such as perceived usefulness,expectation confirmation,satisfaction,continuous usage,platform quality,service quality and information quality.Secondly,by analyzing a large number of concerned literature and combining with the social attributes and entertainment attributes of mobile video app,two indexvariables such as perceived network scale and perceived entertainment are proposed to further enrich the research model.Finally,considering that this study takes the “post-90s” consumer colony as the survey object to study on the continuous usage of mobile video app users has certain specialities,this paper chooses some control variables to explore whether there is a significant difference in the perception of users of different group characteristics regarding the continuous usage,which includes gender,education level,occupation,place of residence,etc.In the research methods and research process,this paper uses literature research method,interview method,questionnaire method and structural equation model analyses method to research.According to the measurement scale,the questionnaire was formed.The sample survey was conducted by means of online and offline.A total of 385 valid questionnaires were collected.The statistical software was used to analyze the valid questionnaire data to verify the hypothesis by carrying on descriptive statistical analysis,analysis of reliability and validity,structural equation model analysis and regression analysis.The following research conclusions are obtained: First,perceived usefulness,expectation confirmation,platform quality,service quality and information quality significantly positively affect users' satisfaction,in which the degree of expectation confirmation is greater,and the significant positive impact of perceived entertainment on users' satisfaction has not been validated.Second,perceived usefulness,perceived network scale,perceived entertainment,and satisfaction all significantly positively affect the continuous usage of users.The degree of impact is,in turn,perceived network scale,perceived usefulness,perceived entertainment,satisfaction.Third,perceived network scale and expectation confirmation are positively related to perceived usefulness.Fourth,users with the different educational level and occupation have certain differences in their continuous usage.Based on the empirical analysis,this paper provided five countermeasures,in order to provide decision-making reference for the further development of the mobile video app operating enterprises.This study has important theoretical significance for testing and perfecting the theory of continuous using behavior of information systems.The results are also beneficial to the mobile video app operating enterprises to do user study,perfect product design,improve user experience and increase customer viscous.From the perspective of industrial development,the conclusions can also provide a certain reference for the government to manage the mobile video industry,thus promoting the great development of the mobile video industry.