인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
With the rapid advancement of IT technology, China has entered a comprehensive mobile internet era. Particularly, the number of short-form video users has steadily increased from 417 million in 2017 to 1,053 million in 2023. There is, consequently, needs for researches on the continuous usage intention of short-form videos. In this context, this study aims to investigate the relationships among the characteristics, trust, commitment, satisfaction, and continuous usage intention of travel short-form videos among Chinese users of short-form video applications. For the empirical analysis, a survey was conducted using the Chinese survey site Wenjuanxing from May 8, 2024, to May 24, 2024, targeting users who have experience with or are currently using short-form video applications. Out of the 378 collected questionnaires, 362 were used for the final analysis after excluding 16 insincere responses. The main analysis tools were SPSS 26.0 and AMOS 26.0 statistical packages, and the primary analysis methods included reliability and validity verification, factor analysis, and path analysis. The results are as follows. first, based on previous research the characteristics of travel contents were classified into entertainment, informativeness, timeliness, and personalization. Entertainment and personalization significantly influenced trust, while entertainment, informativeness, and timeliness significantly influenced flow. Second, trust significantly influenced flow. Third, both trust and flow significantly influenced satisfaction. Forth, trust and satisfaction significantly influenced continuous usage intention, but flow did not significantly influence continuous usage intention. Based on these research results, the content of travel short-form videos provided by short-form video applications should always be interesting and capable of delivering information. This study, moreover, is expected to release implications to contents creators, to increase the quality of contents for users to have continuous using intention.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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