Student Satisfaction and Continuance Intention toward Short Video Applications: An Empirical Study from Chengdu
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Purpose: This study explores the factors influencing students' Satisfaction (SAT) and Continuance Intention to Use (CIU) Short video applications. These factors are Perceived Usefulness (PU), Perceived Enjoyment (PE), Perceived Ease of Use (PEU), New Product Novelty (NPN), and Platform-Based Trust (PBT), providing insights for understanding humanities students' behavior in using short video applications. Research design, data and methodology: Data were collected through a questionnaire survey administered to humanities students at a university in Chengdu, China, yielding 500 valid responses. The validity and reliability of the data was assessed through convergent validity, composite reliability, Cronbach's alpha, factor loading, mean square extraction analysis, and discriminant validity tests, and were found to be acceptable. The conceptual framework was tested using AMOS, and the confirmatory factor analysis results indicated reasonable data fit and a suitable factor structure. Results: Results reveal that PU, PE, PEU, NPN, and PBT all significantly enhance SAT. Moreover, SAT has a strong positive effect on CIU short video applications. Conclusions: Theoretically, this work breaks new ground by bridging three distinct theoretical traditions in the short video platform literature. Practically, the findings provide actionable insights for platform developers and educators to enhance humanities students' user retention through targeted feature design and trust-building strategies.
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