Research On The Influencing Factors Of Post-90s Mobile Short Video APP Users’ Intention To Continue Using

With the development and wide application of mobile Internet and intelligent mobile devices,people’s life and entertainment have changed greatly.Users of the new era,especially those born in the 1990 s,who are the leaders of the mobile age,are more inclined to use video to communicate and get information than the traditional text-picture communication.Mobile Short Video APPS,with their features of "content is King",strong participation and various forms,are rapidly taking the lead among all kinds of mobile social APPS.This has also made the short video industry develop rapidly,more and more mobile short video apps are starting to emerge.Therefore,in the face of fierce industry competition,how mobile short video APP to better attract 90 post-user traffic,maintain the long-term sustainable use of users,enhance user stickiness,is a new challenge to the short video industry.Through combing and analyzing the research theories and research results of domestic and foreign scholars,as a new industry,short video has not been studied much by experts and scholars,and mainly focuses on the development and trend of mobile short video,the way of transmission,user behavior,market value and so on,among which the research on user behavior mostly stops at user motivation,satisfaction,user behavior,etc.,little is known about the willingness to continue using after the initial act.Therefore,this paper takes the core group of mobile short video APP users —— After 1990 as the research object,and combines the theoretical analysis with the empirical research to explore the factors that influence the persistent intention of mobile short video APP users.Based on the theory of Technology Acceptance Model,information system continuous use model and other relevant theoretical models,through the summary of relevant literature and research results at home and abroad,as well as the way of conducting interviews,seven variables were selected: perceived usefulness,perceived ease of use,perceived entertainment,perceived interactivity,perceived similarity,perceived confirmation of expectations,and perceived satisfaction,to construct and hypothesize a research model that influences the intention of mobile short video APP users to continue using.In order to study the relationshipbetween the variables and the intention to continue using,this paper designs the items of measurement and collects the sample data by questionnaire,then descriptive statistical analysis,reliability and validity test and correlation analysis were carried out.At the same time,difference test was used to analyze the group characteristics of post-90 s users and the influence of their use behavior on the intention to use.Finally,the structural equation model is used to verify the model of mobile short video APP users’ intention to continue using,and to further evaluate and modify the model,the results show that: firstly,there is no significant difference between gender and occupation in the intention to continue using the mobile short video APP after 1990,but there is significant difference in the intention to continue using the mobile short video APP after 1990.Second,perceived usefulness,perceived ease of use,perceived entertainment,perceived interactivity,perceived confirmation of expectations,and perceived satisfaction all had positive effects on users’ willingness to use,among them,perceived ease of use and expected verification have significant positive effects on perceived usefulness when users use mobile short video platforms,however,perceived similarity had no significant effect on the intention of the post-90 s mobile short video APP users.Thirdly,perceived usefulness,perceived ease of use,perceived entertainment,perceived interactivity and perceived confirmation of expectations all positively affect the satisfaction of mobile short video users.Among them,expected confirmation,perceived entertainment and perceived interaction have a significant direct impact on user satisfaction and then affect the intention to continue using.Finally,based on the analysis of the research results,the author puts forward the management countermeasures and suggestions for the future development and impact of mobile short video APP.