| In today’s society,short video-based life has become the new normal for people.Although the short video platform has been soaring in the past few years,the market has matured and the dividend is gradually fading.Although the market pattern has been stabilized,the competition has been intensified.In this context,as the most important part of the platform content ecology,content creators play an increasingly important role.Especially the tail creators,who occupy more than half of the content creators on major platforms,are an important force to keep the platform content ecology healthy and innovative for sustainable development.On the one hand,they produce and publish creative short videos on the short video platform,which become the key to attract users and maintain user stickiness;on the other hand,they are also important partners of commercial brands,bringing huge commercial value to the platform.Given the specificity of the role and function of tail creators in the platform,this study takes them as the object of research to examine how the platform affordance affects the continued willingness and behavior of tail creators.Given the specificity of the role and function of tail creators in the platform,the ECM-ISC model,which has been refined by several scholars in the field of new media research,is often used to measure the continuous usage intention and behavior of mobile client users,and some scholars have also used this model in the study of short video users.However,this model has the problem of insufficient consideration of the objective environment and subject-object interaction,especially in the operational definition of the variable "perceived usefulness" and the limitation of the question items.Based on this,this study replaces"perceived usefulness" with "platform affordance" as the independent variable of the model based on the ECM-ISC model.By combing existing research on availability theory and combining the characteristics of Tik Tok platform and tail creators’ practices,this study classifies " platform affordance " into four dimensions:rule visibility,function usability,relationship variability,and system persistence.The study validated the questionnaire and collected 427 valid data by questionnaire and Delphi method,and used statistical analysis software SPSS26 and AMOS26 to conduct descriptive statistical analysis,one-way ANOVA,reliability validity analysis,structural equation fitting,hypothesis testing,and mediating effect analysis on the sample data.The findings of the study include three main aspects.One,as a new variable added to this study,platform affordance positively affects confirmation and satisfaction,but cannot directly affect intention to continuance intention.Second,the revised model contains two paths with mediating effects:one is the mediating effect of confirmation between platform affordance and satisfaction,and the other is the mediating effect of satisfaction between platform affordance and continuance intention.Third,based on the empirical data of Tik tok tail creators,three of the original paths of the ECM-ISC model still hold,namely,confirmation positively affects satisfaction,satisfaction positively affects continuance intention,and continuance intention positively affects continued Continuance behavior. |
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