移动短视频APP用户持续使用意愿影响因素研究

Research on Influencing Factors of Mobile Short Video App Users’ Intention to Continue Using

短视频APP的诞生是自媒体与互联网技术的典型产物。根据相关数据分析，现阶段短视频的活跃用户高达4.6亿， 呈现持续增长的趋势，用户的黏性客观，要远远高于其他行业的平均值。基于“使用与满足”理论分析受众的动机需求，探究移 动短视频app用户持续使用意愿，可以充分的了解媒介效果在新媒体时代的发展。

Purpose - How to expand the short video matrix from a strategic perspective, extend the industrial chain, innovate business models, and realize the value of consumer purchasing power, so as to improve the economic efficiency of enterprises. Design/Methodology/Approach - This paper establishes a model and analyzes the factors influencing consumers purchasing behavior. Findings - User s personal cognition and body perception are the key factors that affect the application persistence. User perceived usefulness and entertainment are the key factors affecting user behavior, while ease of use does not have a significant impact on users. The individual difference of users is an important factor that affects users intention to continue using. Research Implications - With the continuous improvement of short video frequency, the number of users is gradually increasing, and the participation is also increasing. At the same time, it also brings huge economic benefits.