Research On The Influence Of DouYin Content Operation On Users' Continuance Intention

As competition in the short video industry intensifies,traffic dividends have gradually disappeared,and the scale of users in the market has become saturated.As the leading platform of the short video industry,Douyin's user base is becoming more and more diversified,and the content consumption needs on the platform are becoming more and more diversified.At the same time,there are also problems such as content homogeneity,and low content contribution and participation willingness of ordinary users.How to operate the content of the Douyin short video platform so as to increase the user retention rate has become the key to the further development of Douyin.Based on the above realistic background,this research will explore the influence of the content operation of the Douyin platform on users' continuance intention.After reviewing the previous literature and research results,this article is based on the technology acceptance model,and divides the content operation of Douyin into three dimensions: creation incentives,algorithm recommendations,and content quality as the independent variables of the model.Perceived usefulness and perceived entertainment as the intermediary variables of the model,constructs a model of the influence of Douyin content operation on users' continuance intention.This research uses the questionnaire survey method to carry out empirical analysis.Through software such as SPSS and AMOS,the questionnaire data is tested for reliability and validity,structural equation model fitting,hypothesis test and mediating effect analysis.The research results show that: First,the most important factor affecting users' continuance intention is perceived usefulness,followed by perceived entertainment and content operation;creation incentives,algorithm recommendations,and content quality under Douyin content operation all have a significant positive impact on users' continuance intention,and the content quality has the greatest impact,followed by algorithm recommendation and creative incentives.Second,the creative incentives,algorithm recommendations,and content quality of Douyin content operations have a significant positive impact on users' perceived usefulness;the algorithm recommendations and content quality of Douyin content operations have a significant positive impact on users' perceived entertainment.Third,the creative incentive of Douyin content operation has no significant effect on users' perceived entertainment.Fourth,perceived usefulness and perceived entertainment have an intermediary effect between the creative incentives,algorithm recommendations,content quality of Douyin content operations,and users' continuance intention.Finally,based on the research results,this article puts forward some targeted suggestions on how Douyin should conduct content operations,hoping to provide certain decision-making references for the Douyin platform in related practices.