A Convergence Study on the Influencing Factors of the Content Features of Douyin Short Video on Users Continuance Intention - Taking Behavioral Analysis of College Students as an Example -

The rise of social media platforms has changed the way people consume and share information. Short video platforms like Douyin are becoming increasingly popular among users, especially among college students. However, little is known about the factors influencing users continuous usage of these platforms. This is crucial for platform operators and marketers to develop effective content strategies to increase user engagement and retention. Therefore, this study aims to investigate the influencing factors of the content features of Douyin short videos on users continuance intention, focusing on the behavioral analysis of college students. Drawing on computer-mediated communication theory and perceived value theory, this study used a questionnaire survey of 310 sample users and structural equation model analysis. It was found that: interaction, vividness, and usefulness of Douyin short video content have significant positive effects on users continuance intention; perceived emotion and information value play a fully mediating role in the relationship between interaction and vividness of content and users continuance intention, and play a partially mediating role in the relationship between the usefulness of content and users continuance intention; cognitive needs positively regulate the relationship between interaction and usefulness of content and negatively regulate the relationship between content vividness and user perceived value. This study deeply discussed the factors that shape users perceptions and behaviors toward short video platforms. Meanwhile, the findings of this study can help short video platform operators and marketers to design short video content that can promote user engagement and retention.