Research On The Formation Mechanism Of Excessive Use Of Short-form Video APP:An IT Affordance Perspective

In recent years,with the development of information technology,short-form video app appears in the public view in a new form of social media.It has attracted users with personalized recommendation algorithms,interesting forms of live interaction,diverse interactive functions and other technologies and has risen rapidly.However,because the use of short-form video apps can bring many benefits to users,users tend to maximize benefits through continuous use.The phenomenon of excessive use of shortform video apps is becoming more and more common.Excessive use of short-form video apps will bring many adverse consequences,affecting people’s life happiness and work efficiency.Therefore,this dissertation aims to study the role of technical factors in the formation mechanism of excessive use of short-form video apps from the perspective of technical factors.This dissertation selects the cognitive-affective-behavioral model to explore the formation mechanism of excessive use of short-form video apps.The model points out that users’ use of technology will maximize the utility of social media,cause distorted cognition and bring emotional changes,resulting in excessive use.Then,from the perspective of technology,this dissertation introduces the theory of IT affordances to explore the IT factors of short video,including searching affordance,meta-voicing affordance,recommending affordance and livestreaming affordance.This dissertation also introduces the theory of perceived values to refer to distorted cognition.Perceived values include perceived information value,perceived entertainment value and perceived social networking value.The model constructed in this dissertation discusses how the factors of short video technology affect the perceived values,then affect the negative affect anticipation,and finally lead to excessive use.This dissertation adopts the method of empirical research,surveying 351 users through questionnaires.Subsequently,a structural equation model is constructed in this dissertation for data analysis to verify the hypothesis.The results show that searching affordance has a positive impact on perceived information value and perceived entertainment value.Meta-voicing affordance,recommending affordance and livestreaming affordance have a positive impact on perceived information value,perceived entertainment value and perceived social networking value.Perceived information value,perceived entertainment value and perceived social networking value have a positive impact on negative affect anticipation,and negative affect anticipation is significantly positively correlated with excessive use.In terms of theory,this dissertation introduces the theory of IT affordances and perceived values into the cognitive-affective-behavioral model for the first time,makes situational research on the formation mechanism of excessive use of short-form video apps and makes up for the lack of studying excessive use behavior from the perspective of technical factors.In terms of practice,the results provide valuable implications for individuals,enterprises and governments.On the one hand,individuals can understand the formation mechanism of excessive use from the source in order to effectively curb it.On the other hand,enterprises and the government should pay attention to the factors of short-form video apps technology,so as to strictly manage and check,which is conducive to the benign development of network environment and ecology.