쇼트 비디오 앱 사용자의 지속적인 사용의도에 영향을 미치는 요인 연구：중국 DouYin 사용자를 중심으로 = An Empirical Study on the Influence Factors of User Continuance Intention of Using Short Video App：Focusing on Chinese Douyin Users

다국어 초록 (Multilingual Abstract)

In the face of fierce industry competition, how to better attract user traffic and maintain users' continuance intention using short video APPs is a new challenge in the short video industry. This study investigates the effects of perceived platform quality, trust, user satisfaction, flow experience, and subjective norm on short video APP users' continuance intention. Based on the existing theory, the research model of this study was established, and 393 valid data were collected through questionnaires. This study used SPSS 26.0 and AMOS 24.0 software for data analysis to test the research model and hypotheses. The study results show that perceived platform quality positively and significantly affects trust and user satisfaction. Flow experience positively and significantly affects user satisfaction and continuance intention. User satisfaction, subjective norm, and trust positively and significantly affect continuance intention. This study investigates the factors influencing the continuous use intention of short video app users from the theoretical perspective of the Information Systems Continuance Usage Model (ECM-ISC). This study also provides a new view for future research on user experience and behavior on social networking platforms. Additionally, this study also offers important practical insights for short video APP designers and operators to improve user experience.

국문 초록 (Abstract)

치열한 경쟁에서 더 많은 사용자를 유입하고, 지속적인 사용 의도를 유지하는 것은 쇼트 미디어 산업의 새로운 도전이다. 본 연구는 지각된 앱의 품질, 신뢰도, 사용자 만족도, 플로우 경험, 주관적인 규범 등이 쇼트 비디오 앱 사용자의 지속적인 사용 의도에 미치는 영향을 연구하였다. 기존 이론을 바탕으로 연구모형을 구축하였으며 설문 조사를 통해 총 393건의 유효 데이터를 얻었고, 통계분석 프로그램인 SPSS 26.0 프로그램과 AMOS 26.0 프로그램을 사용하여 연구 모형 및 연구가설을 검증하였다. 연구결과에 따르면 지각된 앱의 품질은 신뢰도, 사용자 만족도에 대해 현저한 긍정 효과가 있었고, 플로우 경험은 사용자 만족도, 지속적인 사용 의도에 대해 현저한 긍정 효과가 있었다. 또한, 사용자 만족도, 주관적 규범, 신뢰도는 지속적인 사용 의도에 대해 현저한 긍정 효과가 있었다. 본 연구는 정보시스템의 지속적 사용모형(ECM-ISC)이론으로 쇼트 비디오 앱 사용자 지속적 사용 의도의 영향 요인을 연구하였다. 또한, 향후 SNS 사용자 경험 및 행위와 관련 연구에 새로운 시점을 제공하였다. 그리고 쇼트 비디오 디자이너와 관리자를 대상으로 사용자 경험을 개선하는 데 중요한 실천적인 시사점을 제공하였다.

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