"Tik Tok" Platform Users Research On Continuous Use Intention

"Tik Tok" is a music creative short video social software developed by Beijing Microcast Vision Technology Company,a subsidiary of today's headline.It launche d in September 2016 and it is a 15-second music short video community focusing on young people.In May 2017,the average daily video playback volume of Tik T ok exceeded 100 million,as of June 2018,domestic daily users of trembler exceed ed 150 million,and monthly active users exceeded 300 million.In the context of t he rapid development of Tik Tok,this paper explores the subjective intention of us ers to use the platform again or continue after the first use of Tik Tok platform th rough empirical research.At the same time,it provides suggestions for platform use rs to optimize the use experience and improve product performance.This study integrates the Unified Theory of Acceptance and Use of Technolog y,perception entertainment theory,satisfaction theory and immersion theory.It intro duces performance expectancy,perception entertainment,facilitating condition,social influence and effort expectancy,which may influence users' willingness to continue u sing.In order to explore the impact of different factors on users' willingness to con tinue using,it adds two mediating variables of "immersion" and "satisfaction" to the model,the research model of influencing factors of users' willingness to continue us ing on Tik Tok is finally formed.Secondly,the questionnaire structure was adjusted in the pre-survey.A total of 720 questionnaires were issued in the formal survey and 684 were recovered.Finally,the empirical study was carried out.The author a nalyzed the characteristics of users' gender,the types of short video content frequentl y watched and other characteristics through descriptive statistical analysis,and used the differential analysis to study whether there was a significant willingness to conti nue using the questionnaire in terms of the duration of use.The influence degree a nd path of independent variables and intermediary variables on dependent variables were tested by structural equation model.The specific conclusions of this paper include the following aspects: Firstly,us ers are accustomed to using the fragmentation time to use Tik Tok.Secondly,platfo rm users lack enthusiasm for video creation.Thirdly,users prefer funny videos,and Tik Tok is the way to relax.Fourthly,perceived entertainment is an important factor affecting users' willingness to continue using Tik Tok.Perceived entertainment can not only affect the willingness to continue using through affecting satisfaction,but also directly affect the willingness to continue using.Fifthly,users pay more attenti on to the quality of platform content,and immersion plays a part of mediating role between performance expectation and willingness to continue using.It shows that performance expectation can influence both the willingness to continue using and th e willingness to continue using by influencing immersion.According to the research results,this paper gives the platform the following suggestions: Firstly,give full pl ay to the advantages of the algorithm to distribute video.Secondly,the quality of s hort video content is strictly controlled.Thirdly,fission operation is based on "stron g relationship".Fourthly,product design is concise,focusing on user experience opti mization.Fifthly,the incentive mechanism should be introduced to encourage users to create videos.