Research Of Short Video Software User’s Continuous Use Intention Based On Network Externalities

With the maturity of 5G technology,people’s social needs have gradually shifted from text and pictures to video,which makes the short video platform face new opportunities and challenges.The user scale of short video platforms may grow again,but how to seize new opportunities is not easy for short video providers.Short video social software is facing two challenges:one is how to obtain an advantageous strategic position in the market environment where short video content is becoming more and more homogeneous;the second is how to let users continue to use the short video social software instead of turning to other short video products.For social network platforms,user’s continuous use intention is the premise of the sustainable development of social networks compared with the intention of initial adoption.At the same time,because attracting a new user costs five times more than maintaining an old user,it is very important to study the users’ continuous use intention of short video software.From the existing research on the user’s continuous use intention of information system,most studies are based on the classical technology acceptance model,but the factors affecting the use intention in TAM model are only explained by perceived usefulness and perceived ease of use,which cannot accurately reflect the characteristics of short video software.First,it cannot reflect the impact of external environmental factors on the user’s continuous use intention.Second,it cannot reflect the psychological perception of short video users.In the study of social network users’ willingness to continue to use,a large number of scholars have introduced network externality as external environmental factor,which proves that a platform with strong network externality will be more attractive to users.The features of short video social software are similar to those of social networks,and the size of users of the software often affect its users’ continuous use intention,but few scholars discuss it from the perspective of network externality.Therefore,this paper introduces network externality as an external environmental factor to explore the users’ willingness to continue using short video social software.For the second deficiency,Existing studies have introduced the immersion experience variable to reflect the impact of psychological perception,but there are a few studies on the combination of immersion experience and short video social software.Therefore,in order to bring a broader analytical perspective to research on the continuous use intention of short video social software users,this paper introduces network externality variables and immersion experience variables to expand the TAM model.Combining the classical TAM model with SOR theory,this paper studies the continuous use intention of short video social software from the stimulus-organism-response path.Taking network externalities as external environmental variables,Taking perceived usefulness,perceived ease of use and immersion experience as perceived intermediary variables,and taking the continuous use intention of short video users as response variables,Use SPSS and SmartPLS software for data analysis.The results show that:direct network externalities have a significant impact on users’perception of short video software,indirect network externality will affect users’ perceived usefulness and ease of use;the perceived usefulness and immersion experience of short video social software will significantly affect users’ continuous use intention.Based on the research conclusion,this paper puts forward suggestions for short video social software suppliers,in order to promote the sustainable development of short video software and further promote users to continue to use it.