Research On Influencing Factors Of Users’ Willingness To Continue Using Popular Science Short Video

In recent years,the rapid development of short videos has provided new opportunities for science communication,and a series of short video platforms such as Tik Tok have become a new channel for promoting the dissemination of scientific knowledge and enhancing the scientific literacy of the public,thanks to their features of short duration,strong interest,personalization,and strong interactivity.The public is the starting point and foothold of science popularization,and science popularization short videos have now entered a critical period of user retention.Only by continuously using and actively participating in the dissemination of science popularization short videos can the social significance and role they carry be fully stimulated.Based on this,this paper proposes the following research questions from the perspective of the continuous use of user information systems: for science popularization short videos on the Tik Tok platform,what factors will affect the user’s willingness to continue using them? What is the degree of influence of different factors? Additionally,will flow experience affect the user’s willingness to use them? What are the specific impact relationships?In this paper,a model of factors influencing the continuous use intention of science popularization short videos on Tik Tok was constructed,incorporating information quality,service quality,perceived usefulness,expectation confirmation,flow experience,satisfaction,and continuous use intention as its seven variables.This model was based on relevant literature,as well as the ESM-ISC model,D&M model,and flow theory.Corresponding research hypotheses were proposed.In the empirical part,484 valid questionnaires were collected,followed by descriptive statistical analysis,reliability and validity tests,and correlation analysis on the sample data.A structural equation model was then established to test and modify the hypothetical model in order to form the final research model of this paper.The research findings indicate that the service quality of science popularization short videos on Tik Tok has a significant positive impact on users’ perceived usefulness,expectation confirmation,and flow experience.The information quality of science popularization short videos on Tik Tok,has a positive impact on users’ perceived usefulness and expectation confirmation,but does not have a significant influence on users’ flow experience.Furthermore,this study validates the relevant relationships among the variables in the original continuous use model of information systems,and the significant positive impact of flow experience on users’ satisfaction and continuous use intention of science popularization short videos on Tik Tok.Overall,the information systems and users’ psychological experiences on the Tik Tok platform have an important impact on users’ continuous use intention.Based on the research conclusions and the current development status of science popularization short videos,this paper proposes three suggestions to improve users’ continuous use intention:(1)cultivate high-quality content that balances both scientific and artistic aspects;(2)improve services and enhance personalization and interactivity;and(3)empower technology to increase participation and immersion.