| The popularity of the Internet has laid the foundation for short video applications and promoted the vigorous development of mobile short video.However,the development level of mobile short video is uneven.Tiktok,quick hands and other early short video platform has developed more mature,while “We Chat video number”and other platforms started late,the development is not perfect.How to change its uneven level of development,the formation of a good short video industry ecology,to better serve people’s work,life,is the urgent need to solve the problem of short video platform.One of the first face is to improve the service capacity of the late start imperfectly developed short video platform.The typical representative of this type of platform is “We Chat video number”,which was launched in January 2020,with only one-third of the daily active users of the Jitterbug short video platform,and considering that compared with other short video platforms of this type,it is embedded in the most widely used and largest user group of social software“We Chat”,which is unique and innovative.Therefore,this paper selects the “We Chat Video” platform as the research object to explore its users’ willingness to continue using it,and then help improve its service capability.This paper uses the theory of perceived entertainment,satisfaction and immersion theory and integrated information technology acceptance model as the theoretical support,and uses the usage experience of college students,the main user group of the “We Chat Video” platform,as the research data to deeply explore.The research data are used to explore the users’ willingness to continue to use the We Chat video platform.The research of this paper consists of three main parts: First,the scope of the research data is determined and collected,and the questionnaire is used to understand the usage feelings of college students in eight aspects,including performance expectation,effort expectation and continuous usage intention,and the data is collected through a combination of online and offline methods.Secondly,we analyzed the current situation of using We Chat video platform,and quantified the current situation of using the platform with the help of Excel and SPSS25 and other mathematical and statistical tools.The third is the in-depth analysis of the factors influencing the continuous use of “We Chat video number”,applying SPSS25 to analyze the reliability of the eight influencing factors and the validity of the variables with the help of KMO,differential analysis of individual factors,and the use of structural equation modeling for hypothesis testing.This study found that the effects of performance expectations,social influences,and effort expectations on continual use intentions need to be influenced by satisfaction as a mediator,and the effects of effort expectations,perceived entertainment,and social influences on continual use intentions also need immersion as a mediator Variables play a role,and immersion only partially mediates the relationship between performance expectations and continual use intention;at the same time,perceived entertainment and immersion have a significant impact on continual use intention.Based on this,it proposes suggestions for improving the willingness to continue to use the "We Chat Video Account" from five perspectives:short video push,user role,operation mode,user satisfaction and short video quality,so as to provide a reference for improving the service capabilities of other similar short video platforms. |
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