쇼트 비디오 사용자의 복합적 비지속성 이용의향에 미치는 영향요인에 관한 연구

Abstract

Social media, represented by short video apps, provides users with the best platform to express themselves and talk freely. However, behind its entertainment and other bright sides, it also has a "dark side." Its negative information factors restrict users" continuance intentions. In this study, we employed the stimulus-organism-response (SOR) model as a framework to investigate the "dark side" of short video APP content and how it affects users" non-persistent intentions. We have conducted a questionnaire survey of 394 users on the usage of a short video platform and used the research tools SPSS 26.0 and AMOS 25.0 to make an empirical test of the constructed model. The study discovers that, besides content vulgarization, advertising interference, information ambiguity, and rumor dissemination can all negatively impact users" flow experiences. These four negative information factors can lead to users" social media fatigue, which results in discontinuous usage intention. As for flow experience, it has three buffering effects on negative behavior intention: first, it reduces the social media fatigue impact on discontinuous usage intention; second, it impedes the generation of social media fatigue; third, it directly reduces the user"s discontinuous usage intention. This study will help to advance research in the field of social media and user behavior. It investigates the influence path of short video APP users" discontinuous usage intention and enlarges the stimulus-body-response model"s APP applicability in analyzing short video APP user behavior. It is also instructive for short video APP developers to design and operate short video apps.