A Study Of User's Continuance Intention Of Video Clips Application

With the rapid development of mobile communication technology and smart terminals,users' online behavior has gradually changed to mobile terminals.According to the latest report released by CNNIC,the proportion of Chinese Internet users using mobile phones to surf the Internet is increasing,and the growth rate of mobile Internet users is much higher than that of the overall Internet users.From this,China has completely entered the era of mobile Internet.In the context of the mobile Internet,competition in the video industry has also shifted from the PC to the mobile.Video clips application emerged at the historic moment,with the characteristics of fragmentation,socialization and simplification,it has become a network video form that attracts much attention.However,with the continuous upgrading of industry regulation and the gradual disappearance of demographic dividend,the video clips market tends to be saturated,and the growth rate of user scale has begins to slow down,and the competition among industries becomes increasingly fierce.How to let users stay in their own platform to continue to consume content has become a key issue faced by video clips enterprises.To this end,this paper discusses the users' continuance intention of video clips application.On the basis of previous research,based on the Expectation-Confirmation Model of IS Continuance Theory,Unified Theory of Acceptance and Use of Technology and D&M Model of IS Success Theory,the theoretical model of this paper is constructed.Through empirical research,it is found that the relevance,novelty,and accuracy of the information quality,the stability and ease of use of the video clips of the system quality and the interpersonal influence and media influence of the social influence have significant positive impacts on the continuance intention.Among them,both the perceived usefulness and satisfaction play a part in mediating the influence of independent variables on dependent variables.Based on the conclusions of empirical research,this paper proposes a strategy for improving the user's continuance intention of video clips applications,in order to provide a certain reference for video clips companies' decision on user retention issues.The strategy mainly includes the following aspects: deepen intelligent recommendation functions to meet user viewing needs;stimulate user creativity and create an active community atmosphere;strengthen content verification and crack down on false information;ensure the stable operation of the system,simplify the interface and function design of system;enhance external publicity,both of interpersonal communication and media reports are essential;multi-pronged approach to maximize user satisfaction.