Research On The Influencing Factors Of Li Jiaqi TikTok Short Video Users’ Continue Intention

Nowadays,the fast pace of life leads to fragmentary reading becoming the habit of most people.The social environment helps the emergence and development of short video platforms.While the scale of short video users continues to expand,the short video industry is increasingly competitive.Retaining old users and attracting new users has become a huge problem facing the current short video industry.In this context,it is very important to study the influencing factors of short video users’ intention to continue using.Continuous use intention is the most direct reflection of users’ satisfaction with short videos.An in-depth study on the influencing factors of Li Jiaqi Tik Tok short video users’ continue intention will help Li Jiaqi Tik Tok short video and beauty makeup short video timely adjust their development strategies.Create short videos based on users’ needs and promote their healthy and long-term development.This paper adopts the content analysis method of user comments,and combines relevant theoretical basis and characteristics of short videos.The relevant variables of this study were determined,including perceived interactivity,perceived entertainment,perceived content quality,perceived usefulness,satisfaction,and intention to continue using.Thus,a research model of influencing factors of continuous use intention is constructed.Taking Li Jiaqi Tik Tok short video as the research object,the research hypothesis was proposed,the questionnaire was designed and issued.Finally,343 valid data were collected.Then descriptive statistical analysis was carried out,and reliability analysis,validity analysis,model verification were performed on the collected data using SPSS and Smart PLS2.0 software.The conclusions are as follows: perceived usefulness,perceived interactivity,perceived entertainment and perceived content quality all positively affect satisfaction,and satisfaction also positively affects intention to use continuously.Satisfaction has the strongest influence on the intention of continuous use.And the influence degree of the other four variables on satisfaction from large to small is perceived content quality,perceived usefulness,perceived entertainment,perceived interaction.So in the future,Li Jiaqi TikTok short video and similar short videos should pay attention to the content innovation and quality of short videos,and create their own personalized short videos.At the same time,short video creators should play a leading role as public figures,strengthen their social responsibilities,and guide users to establish correct values.The practical attributes of short video should be strengthened to satisfy users’ spiritual needs while obtaining the knowledge they need.Entertainment elements should be integrated into short video creation so that users can enjoy life and adjust themselves.The social nature of short videos should also be emphasized.Create communication and interaction conditions for users and meet their interaction needs,so as to enhance users’ intention to continue using and retain users.