| With the maturity of mobile communication technology,mobile short video applications have become one of the preferred entertainment methods,which not only helps people relieve stress and relax,but also provides a platform for self-expression and social interaction.At the same time,it also provides a new marketing medium and a channel for cross-border resource integration for Internet companies,which has both entertainment value and commercial value.As more and more people spend more time on short video apps,it brings some problems such as indulgement and fatigue,especially negative effects on teenagers’ daily life and study.The research shows that the negative perception of social media will affect the intention to continue using,but at present,the research on the influencing mechanism of short video users’ continuous use is not sufficient,and there is a lack of relevant empirical research.Therefore,in order to have a deeper understanding of the users’ continuous use behavior of short videos,help the long-term development of short videos and play a greater role in information dissemination and value creation,this paper analyzes the influence of positive and negative situational cues of short videos on users’ continuous use intention from the perspective of the characteristics of short video platforms.Based on the framework of ‘Situational Stimulation-Performance Experience-Continuous Intention’,this paper constructs a continuous use mechanism model of short video apps.This paper aims to explore the psychological mechanism behind the generation of users’ continuous use intention,and introduce the construct of apathy dependence to explore the contradictory behavior why users continue to use short video apps after they feel the negative effects.Data were collected by questionnaire survey,and 381 questionnaires were empirically tested by structural equation model.The results showed that fragmentation,a negative situational stimulus,had a positive impact on emotional fatigue,further reducing users’ intention to continue using.Positive situational cues represented by entertainment,information and sociality will positively affect vigor and indirectly promote users’ continuous use intention.Immersion has no significant moderating effect on vigor and continuous use intention,but under the moderating effect of apathy dependence,the negative relationship between emotional fatigue and continuous use intention has been weakened.This paper extends the ‘Situational Stimulation-Performance Experience-Continuous Intention’ framework to the short video context that has attracted much attention.From the perspective of short video platform characteristics,it summarizes the influencing factors of short video users’ continuous use intention,and finds that the fragmentation,entertainment,information and sociality of short video will lead to different user experience,breaking the limitation of most previous studies on short video user behavior from a single perspective,and enriching related research on short video user behavior.Secondly,this paper introduces the key psychological variable of apathy dependence,and finds that users with a high degree of apathy dependence intend to ignore the negative effects of short video applications and choose to continue to use them.It reveals the reasons why users feel tired and still choose to continue to use short video applications,broadens the boundary conditions for the continuous use of social media.In addition,the moderating effect of immersion on the relationship between vitality and continuous use intention is not significant,indicating that the immersion brought by mobile phones to users is weaker than that of large-screen electronic devices,which affects the continuous use of mobile social media studies were supplemented.Finally,this paper provides practical guidance for short video service providers,which has important theoretical and practical significance to help the long-term development of short video platform and promote the continuous use of users. |
PDF Full Text Request