Research On The Factors Affecting The Persistence Of Mobile Short Video Users

In 2016,short video broke out,and many content creators began to take root in the short video field.The content,topiciness and popularity of short video showed a blowout trend,and a large number of short video apps began to pour into the short video market.The short video application has already started to appear and layout as early as 2011: "fast hand" was born in 2011,"second beat","micro vision" and "small shadow" appeared successively in 2013,"beautiful shot" was launched by meitu in 2014,and "chattering sound" was launched in 2016.In addition,there are "volcano video","watermelon video","pear video" and so on.According to the China mobile Internet report,the number of monthly active users in the short video APP industry reached 505 million in 2018.According to iresearch mut's monthly total effective time statistics of short video APP in April 2018,the monthly total effective time of apps such as fast hand and watermelon video shows a declining trend.Therefore,in the case of large fluctuations in the number and liquidity of users,it is of great practical value to know how short video APP can promote users' continuous use intention and enhance their stickiness.Firstly,this paper takes the theoretical framework of "cognition-emotion-meaning" as the basic theory of the research.Through interviews and the sorting and summarization of domestic and foreign literatures,it summarizes the influencing factors of mobile short video APP users' continuous use intention from the three aspects of mobile short video APP related characteristics,individuals and groups.Secondly,this paper adopts the method of empirical research,and through the distribution of questionnaires,carries out descriptive analysis,reliability and validity analysis,regression analysis and correlation analysis on the recovered questionnaires.The following conclusions are drawn:(1)Perceived information quality,interactivity,perceptual autonomy,and perceived similarity have a positive impact on the user's willingness to continue to use;(2)Perceived information quality,interactivity,perceptual autonomy,and perceived similarity to the user The sense of social presence has a positive impact relationship;(3)the perceived similarity has a positive impact on the user's social identity;(4)the sense of social presence and social identity in the user's perception and persistence of short video APP The willingness to use plays a mediating role.