Sustainable Determinants Influencing Habit Formation among Mobile Short-Video Platform Users

Choi, Yongrok; Hua, Wen; Chen, Ming; Yang, Fan

doi:10.3390/su13063216

Cited by 37 publications

(26 citation statements)

References 51 publications

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“…However, our empirical result did not support any of these gender impact on continuous use intention. The significant impact of usage time is supported by the findings by Choi et al [61] on the formation of mobile short video platform users' habits. It implies that, regardless of financial services for online shoppers or short video users, the user's experiences on the information technology will not be different in attracting users.…”

Section: Hypothesis Testingmentioning

confidence: 63%

Are Credit-Based Internet Consumer Finance Platforms Sustainable? A Study on Continuous Use Intention of Chinese Users

Chen¹,

Yang

Choi

2021

Sustainability

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Internet consumer finance platforms (ICFPs), as a new Internet financial model, have emerged and been widely adopted by Chinese as well as global online shoppers following the rapid growth of e-commerce. This emerging financial tool is, however, luring younger generations deep into debt. It jeopardizes the Sustainable Development Goal (SDG) 1—No poverty, bringing the sustainability of this consumer financial model into question. To aid the sustainable development of ICFP industry, this paper distinguishes two antecedents of continuous use intention for ICFP users: (1) satisfaction, as a sustainable determinant; and (2) impulsive buying, as a non-sustainable determinant. We found satisfaction (b = 0.452) has a larger positive effect on continuous use intention compared to impulsive buying (b = 0.229). Therefore, ICFPs should weigh heavier on technology innovation instead of seducing consumers’ impulsive buying behavior. We also found that credit limit misconception poses the largest impact (b = 0.483) on impulsive buying. In the near term, governments and ICFPs may initiate public programs to improve ICFP users’ financial literacy in order to restrain their unsustainable impulsive buying behavior and cultivate their sustainable satisfaction on ICFP technology and service. Market regulators may build up institutional frameworks to tighten the abuse of financial platforms on credit issuing power and better foster sustainable entrepreneurship in this new financial platform business.

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Section: Hypothesis Testingmentioning

confidence: 63%

Are Credit-Based Internet Consumer Finance Platforms Sustainable? A Study on Continuous Use Intention of Chinese Users

Chen¹,

Yang

Choi

2021

Sustainability

Self Cite

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“…Some empirical evidence shows that perceived value is related to customers' continuance usage intentions or repurchase intentions (Hsu & Lin, 2015; Kuo et al, 2009; Lin et al, 2012). Accordingly, we propose the following hypotheses:H4 Perceived value positively affects habit. H5 Perceived value positively affects continuance intention.In addition to perceived value, scholars also noted that when consumers have satisfactory experiences from using a product or service, they are more likely to repeat the same usage behavior under equivalent circumstances unconsciously (Choi et al, 2021; Gunden et al, 2020). Thorngate (1976) argued that if an act is generated from satisfactory experience, it will be repeated under similar contexts due to habits rather than thought.…”

Section: Research Model and Hypotheses Developmentmentioning

confidence: 99%

“…In addition to perceived value, scholars also noted that when consumers have satisfactory experiences from using a product or service, they are more likely to repeat the same usage behavior under equivalent circumstances unconsciously (Choi et al, 2021;Gunden et al, 2020). Thorngate (1976) argued that if an act is generated from satisfactory experience, it will be repeated under similar contexts due to habits rather than thought.…”

Section: The Role Of Habitmentioning

confidence: 99%

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Nguyen¹,

Chiu²,

et al. 2022

J of Consumer Behaviour

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The containment measures for the COVID‐19 pandemic, including social distancing, lockdown or quarantining, have led to a paradigm shift in people's life. In the wake of the pandemic, many people have begun adopting technology as a way to maintain their daily activities and limit face‐to‐face human interactions. While the pandemic has facilitated the widespread use of technology, little attention has been paid to how consumers' intention to continue using technology is affected by their rational evaluation and habitual response, simultaneously. To address this knowledge gap, this study employs the expectation‐confirmation model as a theoretical lens to propose the research model and explain the antecedents of technology continuance intention from both perspectives of conscious versus unconscious responses. The conscious response is reflected in perceived value and satisfaction, whereas the unconscious response is characterized as habit. The proposed research model and hypotheses are supported by the data collected from 308 online food delivery service users. Our results show that habit is driven by perceived value and satisfaction, and then mediates the effects of them on continuance intention. Moreover, habit exerts the strongest effect on continuance intention and weakens the importance of perceived value as well as satisfaction to continuance intention. This study is expected to set the theoretical foundation for more future research that focus on the exploration of the conscious versus unconscious nature of consumers' technology continuance. The study concludes with practical implications and suggestions for catering businesses and relevant stakeholders.

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“…(3) Use a short video to publicize the film. As of June 2020, the number of short video users in China reached 818 million, surpassing comprehensive video and becoming the second-largest application after instant messaging [21]. With the solidification of media output channels in recent years, homogenization has become a prominent problem in film and television marketing.…”

Section: Optimization Of Marketing Strategy Of Film Companiesmentioning

confidence: 99%

Optimizing Film Companies’ Marketing Strategy Using Blockchain and Recurrent Neural Network Model

Liu

2022

Computational Intelligence and Neuroscience

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With the growing scale of the domestic film industry, the output of domestic films is also increasing. The design and execution problems in ticket marketing strategies adversely affect the revenue of domestic films. This paper aims to propose solutions to optimize film companies’ marketing strategies by analyzing the marketing environment and current situation to increase the income of domestic films. Firstly, the current situation of BJ’s marketing is analyzed, and the main problems are clarified. Secondly, the necessity and feasibility of applying blockchain technology to the operation and management of film companies are introduced. New marketing strategies and safeguards have been developed by analyzing the target market and optimizing the program. A quantitative method is used to predict a new movie’s box office in its premiere month. The proposed method introduces three factors affecting the box office: new film positioning, film marketing, and film prerating, as input variables. Besides, a Recurrent Neural Network (RNN) is implemented to predict the monthly box office of the premiere of new films. The results show that the predicted monthly box office of the movie adopting the optimized marketing strategy is 1,451,718.6 CNY, which is smaller than the target box office of 1414029.8. The Mean Absolute Error (MAE) is only 0.026. The proposed model’s Root Mean Square Error (RMSE) is 0.45 for the long-term prediction of a single movie price. The MAE is 0.106, and the accuracy is 0.80. The model proposed beats the unimproved Long Short-Term Memory (LSTM) model and the Autoregressive Moving Average (ARMA) model. This paper provides a reference for optimizing the film company’s marketing system.

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Sustainable Determinants Influencing Habit Formation among Mobile Short-Video Platform Users

Cited by 37 publications

References 51 publications

Are Credit-Based Internet Consumer Finance Platforms Sustainable? A Study on Continuous Use Intention of Chinese Users

Are Credit-Based Internet Consumer Finance Platforms Sustainable? A Study on Continuous Use Intention of Chinese Users

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Optimizing Film Companies’ Marketing Strategy Using Blockchain and Recurrent Neural Network Model

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