Research On The Non-continuous Use Intention Of Short Video User

The rapid development of economy and technology brings people a great abundance of material life,but also makes people gradually turn to spiritual needs and pursue the satisfaction of higher-level needs.As a supplement to real life,Mobile-Internet has played an important role in enriching people’s spiritual world,especially social media,which is closely related to people’s lives.Short videos are a good example.As a new form of media that has risen rapidly in recent years,the vigorous development of short videos has played an irreplaceable role in user information sharing and interpersonal communication.But at the same time,we should also see that behind the appearance of prosperity,there are problems that operators need to think about and solve urgently,such as reducing the intensity of use,suspending use and other discontinues use.In academia,related research on short video has gradually increased in recent years,and the research results mainly focus on marketing strategy,propagation mode,developing thinking and user behavior.Among them,user behavior research mostly focuses on positive behavior dimensions such as user adoption and continuous use,and there are few related studies that select discontinues use intention as the discussion point.Fewer studies have explored the discontinuous use intention of short video users from the perspective of peer influence.Therefore,based on this status quo,this study is based on PPM theory,expectation discordance theory,attachment theory and social influence theory,and selects short video content characteristics,user characteristics and peer influence as antecedent variables,and use fatigue and media attachment as mediating variables,revealing the influence mechanism of short video users’ discontinuous use intention from a comprehensive perspective of platform characteristics and external peer influence.Based on Douyin short videos,this study conducts research on theoretical content,SEM and fs QCA around the generation process of users’ discontinuous usage intention,in order to better understand the statistics between variables relationships and collection relationships.348 valid samples were obtained from online channels through the questionnaire survey method.(1)SEM analysis results show that: the push factor of use fatigue,the pull factor of peer influence and the mooring factor of media attachment comprehensively affect the discontinuous use intention of short video users;Media attachment plays a partial mediating role between use fatigue and discontinuous use intention;User involvement plays a positive moderating role between peer influence and discontinuous use intention;Users of different ages have significant differences in the relationship between media attachment and peer influence on discontinuous use intention.(2)The results of fs QCA shows that the antecedents of discontinuous use intention of the two groups of users over 23 years old and below are complicated,and combination matching is needed to influence the results.There were three antecedent configurations in both groups,and the two configurations were consistent.Configuration(use fatigue + peer influence—>discontinuous use intention)had the greatest explanatory power in both groups.There were significant differences among configuration groups based on user involvement.Finally,based on the results of SEM and fs QCA,this study draws relevant countermeasures and suggestions to reduce the probability of non-sustainable use intention of short video platform users: cultivating core competitiveness and developing unique advantages;promoting content construction and optimizing content services;creating a platform atmosphere,Encourage interaction and mutual assistance;divide individual groups to meet diverse needs.I hope to provide thinking and reference for the targeted content construction,relationship maintenance,and continuous use of users for short video platforms.