Research on the Factors Influencing Users' Intention to Continue Using -- Data from TikTok Short Video APP College Student Users

Abstract

As the development of short video APP enters the golden period, users' choices continue to increase, and various short video platforms emerge, while problems such as uneven short video content and serious homogenization arise. In this context, it becomes especially important for the Jitterbug short video platform to continue to maintain the strength of the first echelon, improve user loyalty, provide high-quality content, and enhance the core competitiveness of the Jitterbug short video platform. Based on the above realistic background, this study will explore the factors influencing the willingness of college student user groups to consistently use the Jitterbug short video platform. After reviewing previous literature and research results, this paper uses the technology acceptance model and the information system sustained use model as the theoretical basis, perceived usefulness, and perceived ease of use as independent variables, and user satisfaction as mediating variables to construct an influence model of the college student group's user's intention to sustain use. This paper uses questionnaire survey method to collect data for empirical analysis, and carries out reliability validity test, structural equation model fitting, hypothesis testing and mediating effect analysis on the questionnaire data through SPSS and AMOS software. The research results found that: perceived usefulness, perceived ease of use, and user satisfaction all have positive effects on the intention of continued use; user satisfaction has a direct mediating effect on perceived usefulness, perceived ease of use, and intention of continued use. Based on this, this study proposes four suggestions for the continued usage intention of Shake Yin college student user group from four dimensions: stimulating the creative enthusiasm of college student user group and maintaining abundant quality content sources; building vertical content and optimizing personalized pushing; enhancing social attributes and strengthening publicity; simplifying operation procedures and optimizing system quality.