Research On Intermittently Discontinue Behavior Of Mobile Short Video Users

With the continuous development of mobile phone applications,short video applications greatly satisfy people’s entertainment needs.Outside of specialized short video apps such as Tiktok and Kuaishou,other applications like Weibo,We Chat have also set up short video columns for netizens to use,allowing them to watch and create content conveniently.However,netizens appeared the intermittently discontinuing behavior of “Adoption—Abandon—Re-adoption”.As the aborigines of the Internet,university students have become the main force among short video users.Why do they also have intermittently discontinue behavior? Do they gained valuable information or emotional satisfaction from watching short videos? When they feel worthless,do they have the negative emotions? Moreover,will these factors affect their behavior?This research explores the intermittently discontinue behavior of university students while watching short videos from the perspective of state anxiety.It uses the CAC theory and the “cognitive factor—emotional factor—intermittently discontinue behavior” model to analyze their perceived emotional state and test their behavioral results.By learning from the experience of predecessors,this research constructed a corresponding theoretical model,designed a questionnaire regarding the subjects’ maturity scale,and collected a total of 379 valid samples of university students.The data analysis concluded that university students mostly watch short videos and showed the existence of intermittently discontinued behavior.Both the perceived negative benefit and the perceived cost of the user have a significant positive impact on the intermittently discontinued behavior.Furthermore,state anxiety played a significant mediating effect on perceived value and intermittently discontinued behavior.This research paid close attention to university students’ perceptions and real inner emotions after using short videos and explained the mechanism of action in detail.At the theoretical level,it enriches the perspective of current research.At the practical level,relevant suggestions are put forward: various platforms with short video functions should pay more attention to user needs,optimize the anti-addiction model to create a better user experience.Concurrently,university students should reasonably regulate their own media use behavior to make short videos play a more active role.