宿州学院学报2025，Vol.40Issue(7)：46-52,7.DOI:10.3969/j.issn.1673-2006.2025.07.009
基于感知视角的移动短视频App用户使用意愿研究
Research on Customers'Willingness to Use Mobile Short Video App from the Perspective of Perception
摘要
Abstract
Based on the TAM model,a conceptual model of factors influencing user willingness to use mobile short video Apps was constructed by introducing three external variables:perceived pleasure,perceived quality and per-ceived network size.This study obtains data through questionnaire survey and empirically test the impact paths of each variable using structural equation models.The research conclusion points out that user perceived ease of use,perceived quality,and perceived network size all positively affect users'willingness to use mobile short video Apps,with perceived quality having the most significant impact on users'willingness to use;perceived quality positively af-fects users'awareness of the usefulness and ease of use of mobile short video Apps;perceived pleasure and per-ceived ease of use positively affect users'perception of the usefulness of mobile short video Apps;perceived useful-ness and perceived pleasure positively affect users'willingness to use mobile short video Apps,and these two hypo-theses are not statistically supported.This study provides corresponding suggestions for the operation of mobile short video Apps based on research findings.关键词
移动互联网/移动短视频App/使用意愿/技术接受模型Key words
mobile Internet/mobile short video App/willingness to use/technology acceptance model分类
社会科学引用本文复制引用
林啸啸,韩传龙..基于感知视角的移动短视频App用户使用意愿研究[J].宿州学院学报,2025,40(7):46-52,7.基金项目
安徽省高校优秀青年人才支持计划项目(gxyqZD2022082) （gxyqZD2022082）
安徽省教育厅高校人文社会科学重点研究项目(SK2020A0535 （）
SK2020A0537) （）
宿州学院科研平台开放课题(2022ykf15) （2022ykf15）
宿州学院科研发展基金项目(2021fzjj41). （2021fzjj41）
