Examining the factors influencing college students’ continuance intention to use short-form video APP

Abstract

PurposeThe purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’ satisfaction and continuance intention to use short-form video application (APP).Design/methodology/approachBased on the existing theories, the research model of this study was developed and 445 valid data were collected through a questionnaire survey. The partial least squares structural equation modeling (PLS-SEM) was employed for data analysis to test the research model and hypotheses.FindingsThe results reveal that the recommendation algorithm has a significant positive effect on user satisfaction, new product novelty and privacy concern. The influence of recommendation algorithm on privacy concern is negatively moderated by product reputation. Privacy concern has a significant and positive impact on privacy protection behavior, and privacy protection behavior has a significant and positive impact on user satisfaction. New product novelty also has significant impact on user satisfaction.Originality/valueThis study is one of the earliest studies to incorporate recommendation algorithm as a construct into the college students’ continuance intention to use short-form video APP. The influence of reputation as a moderator variable on the relationship between algorithm and privacy concerns is also investigated.

Exploring Stress and Problematic Use of Short-Form Video Applications among Middle-Aged Chinese Adults: The Mediating Roles of Duration of Use and Flow Experience

“…SVAs enable users to create and share videos that last several seconds to a few minutes [ 4 ]. The easy-to-use interfaces, fascinating content, novel gameplay, personalized recommendation, and immersive experiences afforded by SVAs may tempt users to consume short-form videos excessively and become addicted [ 5 , 6 , 7 ].…”

“…Noticeably, prior empirical studies have demonstrated that individuals in stressful states used smartphones or the internet more often [ 38 , 41 , 42 ], and such usage relieved their negative feelings from stressful life situations [ 32 , 43 , 44 ]. Given that watching short-form videos can help users relax [ 4 , 6 ], middle-aged adults are likely to rely on SVAs to alleviate stress. Hence, the more under stress a middle-aged person is, the more likely it is that they are.…”

“…Web-based technologies enable users to experience flow through feelings of temporal dissociation, focused immersion, heightened enjoyment, and curiosity [ 49 , 50 , 51 ]. In particular, the easy-to-use interface and attractive contents of SVAs are highly likely to afford users a flow experience [ 4 , 6 , 7 ] in which they become completely immersed, lose track of time, and feel heightened enjoyment and curiosity.…”

A techno-psychological approach to understanding problematic use of short-form video applications: The role of flow

“…Given that contents, forms, and the mode of human-computer interaction constitute a typical scenario of technology use, we draw upon prior research (Sundar and Limperos, 2013 ; Zhang et al, 2019 ; Zhao, 2021 ) and propose three affordances of SVAs that induce users to consume contents (i.e., recommendation algorithm), utilize various forms to edit (i.e., multimodality), and interact with the interface in specific ways (i.e., low-cost interaction). Recommendation algorithm is widely used in the design of various mobile applications, through which the platforms tailor information and services according to users' preferences, thereby increasing user satisfaction (Moon et al, 2014 ; Mou et al, 2021 ). In reference to previous research (Zhang et al, 2019 ), we consider recommendation algorithm a content-related affordance and define it as the perceived potential of SVA platforms to provide users with customized contents and services based on their preferences.…”

Understanding the Role of Users’ Psychological Needs on Relationship Quality in Short Video Applications

“…The commercialization of short video applications has attracted more companies to enter this field to compete for markets and users in order to reap the dividends of the technological revolution, and competition has led to the emergence of similar IT systems and equipment products in the market, which have sprung up in the lives of the public ( Hayes et al, 2020 ). However, while the boom in short video applications has enriched the lives of the public, it has also intensified the level of commercialized competition ( Mou et al, 2021 ). More seriously, the more prominent problem of short video applications homogeneity has in turn further intensified the fierce competition in short video applications ( Zhao and Jie, 2020 ).…”