Research On User Engagement Behavior And Continuous Use Intention Of Short Video Platforms

The continuous development of new media technology has promoted the diversified development of information dissemination methods,and short video content socializing has rapidly emerged and become one of the mainstream social media methods.In view of the vividness and fragmentation of short videos,users are increasingly interested in browsing,interacting and making short videos.However,among current short video platforms,only a small number of platforms have high user activity,and the Matthew effect in the short video industry is obvious.Even top platforms still have problems with slow user growth and decreased user stickiness.Therefore,in order to promote the longterm development of the platform,it is necessary to have a deep understanding of two issues:(1)what factors will affect user engagement behavior in short video platforms;(2)What factors will promote the sustained willingness of short video users to use.Existing research has not yet conducted systematic and comprehensive empirical analysis on these two issues.To address the above two issues,this article explores the impact mechanism of user engagement behavior from a social and functional perspective,and explores the internal mechanism of user willingness to continue using from the perspectives of perceived value and user engagement behavior.In response to the influencing factors of short video user participation behavior,this study constructs two environmental perspectives: social and functional,based on previous research.Based on the SOR framework,authorization theory,and trust theory,the impact path hypothesis is proposed and a theoretical model is established.In this stage of research,data were collected through questionnaires,and structural equation modeling was used for hypothesis verification and mesomeric effect effect analysis.The results show that social factors(media brand identity,perceived responsiveness,emotional support)all positively affect emotional trust,and indirectly affect user participation through the mesomeric effect of emotional trust;Functional factors(information quality,system quality)have a positive impact on cognitive trust,and indirectly affect user participation through the mesomeric effect of cognitive trust;Apart from emotional support,other social and functional factors have a significant positive impact on psychological empowerment;All social and functional factors can indirectly and positively affect user participation through the mesomeric effect of psychological empowerment.In response to the influencing factors of short video users’ willingness to continue using,this study applies the theory of perceived value and the possibility of fine processing model to the model from an innovative perspective and thinking,and combines it with the information system continuous use model to construct a theoretical model and propose relevant hypotheses.The research results show that the central routes of perceived value(information value,entertainment value,social value)have a positive impact on perceived usefulness and satisfaction,and indirectly affect the willingness to continue using through the chain mediating effect of perceived usefulness and satisfaction;Among the marginal routes of perceived value(social value,organizational communication value),only organizational communication value has a significant positive impact on perceived usefulness,but the marginal routes can have an indirect positive impact on the willingness to continue use through the chain mesomeric effect of perceived usefulness and satisfaction;There is a substitution effect between perceived value and user engagement behavior.At high levels of user engagement,the positive impact of user perceived value on perceived usefulness and satisfaction decreases,and there is a difference in the moderating effect between the two.This paper enriches the application scenarios of relevant theories and expands the research system of short video user behavior.The research results of this paper provide some improvement suggestions for short video platform managers,operators and regulators,aiming to help the short video platform develop healthily in the long term and provide users with a good experience.