Research On The Discontinuous Use Behavior Of Short Video Users

The current social networking platforms,especially short video platforms,with the assistance of social algorithm technology,have had a profound impact on people’s daily lives,and the number of short video users continues to rise.However,due to issues such as inconsistent information quality and lack of privacy protection,short video platforms have received negative evaluations,resulting in negative emotions and non-sustained usage behavior among users.Therefore,this study investigates the causes of non-sustained usage behavior among users on short video platforms by conducting a comprehensive investigation of relevant literature from both domestic and international sources,combined with the characteristics of short video platforms.Drawing on the CAC paradigm,the perceived risk theory,and the theory of planned behavior,the study aims to explore the factors influencing non-sustained usage behavior.Firstly,the study adopts content analysis to summarize the influencing factors of non-sustained usage behavior on short video platforms,and proposes perceived risks for short video users,including risks associated with low-quality content,time loss,health hazards,social loss,privacy disclosure,and financial loss.These risks are further categorized according to the definition of short video platforms.Secondly,the study selects 10 variables,including six dimensions of perceived risks on short video platforms,social media anxiety,social media fatigue,non-sustained usage intention,and behavior,to construct a model for non-sustained usage behavior based on the CAC paradigm and formulates hypotheses.Subsequently,a survey questionnaire is developed to collect data,and descriptive statistical analysis is conducted.The hypotheses proposed in this study are tested using Partial Least Squares-Structural Equation Modeling(PLS-SEM).Finally,the following conclusions are drawn: time loss,social loss,and financial loss risks significantly impact the occurrence of social media fatigue among users.Additionally,low-quality content,time loss,social loss,privacy disclosure,and financial loss risks positively influence the occurrence of social media fatigue.Moreover,fatigue and anxiety positively affect non-sustained usage intention,leading to non-sustained usage behavior.In conclusion,this study proposes targeted strategies to mitigate the risks of social media fatigue,anxiety,and non-sustained usage behavior.These strategies involve improving content quality,establishing a friendly social environment,protecting user privacy and rights,with the aim of reducing negative emotions and non-sustained usage behavior on social media platforms.