An Empirical Study on the Continuous Usage Intention of Douyin Users

DOI

10.2991/978-2-38476-462-4_54How to use a DOI?

Keywords

Douyin; Content operations; Willingness to continue using

Abstract

As short video platforms become important information and entertainment channels, this study explores the impact of Douyin content operations on users' willingness to continue using based on the technology acceptance model. Through the structural equation model analysis of questionnaire data, it is found that user expectation confirmation significantly enhances creation motivation, algorithmic recommendation, and content quality perception. Content quality and creation incentives effectively enhance users' perceived usefulness and entertainment, thereby promoting the willingness to continue using the content. Among them, the driving effect of perceived entertainment is stronger, while the direct impact of algorithmic recommendations on perceived usefulness and entertainment has not been verified. The study provides a basis for the platform to optimize content strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yan Liu
PY  - 2025
DA  - 2025/09/12
TI  - An Empirical Study on the Continuous Usage Intention of Douyin Users
BT  - Proceedings of the 2025 9th International Seminar on Education, Management and Social Sciences (ISEMSS 2025)
PB  - Atlantis Press
SP  - 496
EP  - 502
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-462-4_54
DO  - 10.2991/978-2-38476-462-4_54
ID  - Liu2025
ER  -