Research Article
Influencing Factors of Mobile Shortvideo APP Users' Willingness to Continue Using
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334341, author={Shengliang Wu}, title={Influencing Factors of Mobile Shortvideo APP Users' Willingness to Continue Using}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={short video; app; user behavior; influencing factors}, doi={10.4108/eai.19-5-2023.2334341} }- Shengliang Wu
Year: 2023
Influencing Factors of Mobile Shortvideo APP Users' Willingness to Continue Using
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334341
Abstract
Based on the technology acceptance model (TAM) and the Information System Continuous Use Model (ECM-IT), the influencing factors model of mobile short video APP users' willingnes to continue to use was constructed, and the model was empirically analyzed by questionnaire survey and structural equation model. The results showed that: first, the perceived usefulness has positive effects on satisfaction and will continue to use behavior, satisfaction was influenced by perception of entertaining, but will not affect the continuous use for users, perception of interactive impact on satisfaction and continued use will not, and perception of entertaining the biggest impact on user satisfaction degree; Secondly, satisfaction plays a mediating role between perceived usefulness and willingness to continue using.