WCSE

Users’ Application Persistence Analysis of Short Video based on Technology Acceptance Model

Abstract— With the development of network technology and the wide use of mobile terminals, short video has become the main carrier of people's understanding of the world, for information analysis and social interaction. It is one of the main ways for short video application platform to improve users’ experience, enhance users' continuous use intention, and improve design functions. This paper constructs a technology acceptance model based on Perceived availability, Perceived ease of use, Users’ satisfaction perception behavior, Value perception, Willingness to use, these five dimensions. The results show that Perceived availability, Perceived ease of use, Users’ satisfaction perception behavior have a direct positive impact on users’ satisfaction and willingness to use, which provides a good theoretical basis and practical guidance for short video applications to effectively improve users’ stickiness.

Index Terms— Technology Acceptance model, short video application, users’ stickiness

Jia Ke
School of management, Jiangsu University, CHINA
Weiji Wang
School of management, Jiangsu University, CHINA
Xiao-Jun Chen
Affiliated Hospital of Jiangsu University, CHINA
Yaxin Ren
School of management, Jiangsu University, CHINA
Jian-Ping Gou
School of computer science of Jiangsu University, CHINA

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Cite: Jia Ke，Weiji Wang, Xiao-Jun Chen, Yaxin Ren, Jian-Ping Gou , "Users’ Application Persistence Analysis of Short Video based on Technology Acceptance Model ," 2021 The 11th International Workshop on Computer Science and Engineering (WCSE 2021), pp. 207-212, Shanghai, China, June 19-21, 2021.