Research On The Influencing Factors Of Government Short Video Users’ Continuance Intention

With the rapid development of information technology and the popularity of mobile Internet,people’s access to information has become more and more abundant,and their willingness to participate in politics and political discussion has also increased.The rise of short video makes short video of government affairs become an important platform for the government to publicize policies,release current political reports and popularize knowledge,and also the main way and means for the public to obtain information,participate in politics and discuss state affairs.The goal of government short videos is to serve users,and the original purpose and value of government short videos can be truly realized only if users actively participate and continuously use them.Therefore,studying the key factors that affect users’ willingness to continue using short political videos and revealing the influence of each factor on users’ willingness to continue using short political videos is not only conducive to improving users’ willingness to continue using,but also conducive to promoting the disclosure of government information,so as to strengthen the government’s ability of modern governance.Through the review of the existing literature,it is found that most of the relevant researches on the continuance intention of government short videos users focus on the development status of government short videos and related policy research.At the same time,many empirical studies have deficiencies in the selection of influencing factors,such as only considering a single factor in the user,platform system itself or social environment.Therefore,this paper takes the users of government short video as the research object,first combines the Information System Expectation Confirmation Model(IS-ECM),Unified Model of Acceptance and Use of Technology(UTAUT)and existing related theories and concepts,and then introduces the Information System Success Model(D&M)according to the characteristics of short video,so as to construct a model containing performance expectation,social influence,expectation confirmation degree,satisfaction,continuous use intention,system quality,service quality,information quality,and the introduction of the variable social media trust,and put forward 14 research hypotheses.Subsequently,the questionnaire for the empirical part of this study was designed with reference to existing studies and mature scales,and 452 valid samples were obtained by distributing and collecting questionnaires through online/offline methods,and descriptive statistical analysis,reliability testing,hypothesis testing and mediating effect testing were conducted on the questionnaire data with the help of SPSS25.0 and AMOS24.0 software.In the end,11 of the proposed 14 research hypotheses were valid.After modification,the interaction path between various variables in the model was significant and the model fit degree reached the standard.Based on the analysis results,this study puts forward relevant suggestions on how to improve the continuance intention of government short videos users from three dimensions of system,individual and society.