The impact of mobile short video platform characteristics on users’ continuous use behavior in China: A stimulus-organism-response perspective

Abstract

The features of mobile short video are the important driver for users’ continuous use behavior, but the influence of these characteristics on users’ sustained use behavior has been scarcely studied. Building upon the stimulus-organism-response theory, this study aims to unravel the impact mechanism behind short video users’ continuous usage. It surveyed 780 TikTok users aged 20-39 in China and collected 609 responses through an online self-administered questionnaire. The covariance-based structural equation modeling (CB-SEM) was employed for data analysis to test the research model and hypotheses. Empirical results showed that entertainment and sociability have a significant positive effect on user’s continuous use behavior and perceived usefulness also positively influences user’s continuous use behavior. Moreover, the relationship between mobile short video characteristics (mobility, sociability, and entertainment) and continuous use behavior is mediated by user’s perceived usefulness. The current research not only offers fresh insights into the intricate relationship between mobile short video characteristics and users’ continuous usage behavior, but also provides practical guidance for enterprises and platform operators to enhance user experience and retention