A Study On Users' Intermittent Discontinuance Of Social Short Video Apps

In recent years,social short video apps represented by Tik Tok and Kwai have rapidly occupied the Internet market with their advantages of low threshold,fragmentation and mobile,as well as small production investment,one-click uploading and big data push.By 2020,the user scale of short video has reached a new high level.However,it is found in reality that social short video apps are also faced with the loss of some mature users,and users' discontinuous usage behavior often occurs.As a subdivision of discontinuous usage behavior,intermittent discontinuance exists widely in real life,and has aroused the research and attention of academic researchers researching behavioral psychology and behavioral science,as well as product design and operators.Intermittent discontinuance is between continuous usage behavior and permanent discontinuance.The users' willingness to use is not clear and unique,but vague and fluctuating.Therefore,if not reversed in time,intermittent discontinuance may gradually transform to the permanent discontinuance,and then cause the permanent loss of users.The research on the influencing factors and formation mechanism of intermittent discontinuance can help product managers to have a deeper understanding of users' psychology and behavioral logic,so as to improve product design and operation,help to reduce the probability of intermittent discontinuance and improve user loyalty.At present,with the boom in short video apps,this paper combined intermittent discontinuance and social short video apps of application scenario to research.On the one hand,it helps to deeply understand the Internet consumption behavior characteristics of the commodity economy era for the Internet applications,especially the deep reasons and forms of discontinuous usage behavior(including intermittent discontinuance),and has a theoretical significance on the digital applications users' consumer behavior research under the trend of digital economy.On the other hand,it is also helpful to have a deep understanding of the intermittent discontinuance of social short video apps users and its influencing factors,so as to alleviate the user loss problem,and provide reference for the development and operation of similar internet applications.On the basis of analysing the previous research results,combining the user psychology theory and behavior theory,this paper developed contradictory cognitive evaluation of information,contradictory cognitive evaluation of function,contradictory cognitive evaluation of social,contradictory cognitive evaluation of show,attitude instability,perceived substitutability.At the same time,based on adjusted expectation-confirmation theory and social influence theory,expectation neutral confirmation,neutral satisfaction and inconsistent social influence were included into the research variables,and the research model of social short video apps users' intermittent discontinuance was finally constructed.Secondly,based on the related model variable scale,this paper compiled a questionnaire on intermittent discontinuance of social short video apps users and carried out an online survey.Finally,447 valid questionnaires were collected.On this basis,SPSS23.0 and AMOS23.0 statistical analysis softwares were used to carry out descriptive statistical analysis,reliability and validity test,structural equation model validation analysis and regulating effect analysis on the survey sample data,and then the analysis results were obtained.Finally,based on the results of empirical analysis,this paper offered some reference suggestions for the operators and managers of social short video apps in terms of application production design and operation.