Research On The Influencing Factors Of Mobile Short Video APP Users' Continuous Use Behavior

The evolution of new media technology and the advanced needs of users drive the transformation of media communication form.As a new type of social media,mobile short video is widely accepted by the public with the characteristics of fragmentation,breaking through the limitation of time and space,and integration of vision and hearing.After the explosive growth,the dividend of China mobile short video industry is gradually fading,the user scale is close to the ceiling,and the flow market stock is insufficient.In this context,competing for user attention and enhancing user viscosity will be the key to the mobile short video industry in the future.However,what is out of line with the needs of the industry is that at present,the research in the academic community is less user oriented and more macro perspective,and the research on the user's continuous use behavior from the perspective of emotional drive is even less.Along with the academic context of audience research,this paper investigates the influencing factors of the continuous use behavior of mobile short video app users in the context of new media,and put forward the optimization path,which is necessary at the level of communication theory and practice.Based on the background,this study combine the relevant literature and theories,starts from two paths of cognition and emotion,selects the EECM-ISC as the basic model,integrates the attachment theory,introduces the attachment to social media,and constructs a theoretical model of the continuous use behavior of mobile short video app users.Kwai and Tiktok are selected as the research objects.On the one hand,we use questionnaire to explore the factors that affect the users' continuous use behavior and utilize statistical software to analyze the data and test the model;on the other hand,the semi-structured interview is used to understand the specific behaviors of the users who continue to use in order to better explain the quantitative results.The results show that:first,the users' continuous use intention is affected by both cognitive path and emotional path,in which the short-term emotional path has a greater impact on the continuous use intention than the cognitive path,and the long-term emotional path has a weaker impact on the continuous use intention than the short-term emotional path;second,users' continuous use intention is directly and significantly influenced by perceived usefulness,satisfaction and attachment to social media,and indirectly influenced by expectation recognition,of which satisfaction is the most important;third,facilitating conditions has a great influence on the continuous use behavior.Based on the data analysis and interview results,mobile short video app should strengthen the emotional connection mechanism,output high-quality content,pay attention to the simplicity of software operation and the stability of the system,so as to form a good short video industry ecology.