Research On Continuance Usage On Video Websites Based On Expectation Confirmation Model

The continuous development of broadband video network technology makes it possible to transmit high-definition stream, users can watch clearer, smoother video on the Internet.The prosperous environment of the Internet and the high level of video technology determines the high user value of online video service.The rapid development of YouTube and boom of Web2.0set off a wave of domestic video website development. After nearly10years of development, China’s video site has formed a certain scale, the mainstream media companies, domestic commercial websites and IT companies have set foot in the network video industry. As a new kind of video media, video websites shows a strong vitality and development potential.However, since several stages of development,including the birth, outbreak, downturn and market boom, Chinese video websites is gradually transforming to the upgrading and adjustment period.At present, a number of questions in the video websites come out.Firstly, Video websites lack of featured video contents and service patterns; Secondly, most video websites’hits come from accidentally clicking;Thirdly, video website users transfer from one video website to another. Because of these questions, video websites still cannot form barriers and differentiated competitive advantages after investing a large amount financial capital. Although users have strong loyalties of the contents of video websites, but they still have not established brand loyalties to the video websites. In this situation,the paper adds perceived cost theory, perceived entertainment theory and habit theory into Expectation Confirmation Model and constructs the Video Website Users’ Continuance Usage Model. Through the two-stage questionnaire survey and data analysis, the paper reveals the influence factors and function mechanism of continuance intention and continuance behavior when using video websites.In the first stage, investigate the video website users’ continuance intention model using questionnaire survey method and data analysis method. The result show that, the Expectation Confirmation Model has five inherent assumptions,and four out of five assumptions are confirmed in the empirical research.Firstly, Perceived usefulness and satisfication both have optismitic effects on user continuance intention; Secondly, expectation confirmation has significant effects on perceived usefulness and satisfaction.For the perceived cost theory and perceived entertainment theory,the findings indicate that perceived entertainment are confirmed to have significant effects on both satisfication and user continuance intention. At the same time,the relation between perceived cost and user continuance intention is not confirmed in this study.In the second stage, investigate the video website users’ continuance usage model using questionnaire survey method and data analysis method. The result show that, continuance intention has an optismistic effect on continuance usage.Meanwhile, habit has an moderating effect on the relation between user continuance intention and cotunuance usage.Based on the results of data analysis and discussion, the paper puts forward4proposals on the development strategy of video websites, and points out the research limitations and future research directions.