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The Research of Exploring Factors Impact on User's Continuance Usage of Chinese Short-clip Application: Based on the Unified Theory of Acceptance and use of Technology (UTAUT) and Flow Theory

중국 쇼트 클립 어플리케이션 지속 이용의도 연구: 플로우 이론과 통합기술수용모형을 바탕으로

Xiang, Yue;Nam, Yoonjae
항월;남윤재

  • Received : 2018.11.26
  • Accepted : 2019.01.29
  • Published : 2019.02.28

Abstract

This research explored how the various of factors including performance expectancy, effort expectancy, social influence and facilitating conditions and some external factors consisting of critical mass, attention, perceived enjoyment, and time distortion had impacts on users' usage of short-clip application based on flow theory and the UTAUT model. The research employed SEM with 263 valid questionnaires. The results showed that social influence and satisfaction factors had positive impacts in sustainable usage of mobile short-clip application, while the other factors have no special effect on it. The results also indicated that time distortions had a negative effect in the intention of continuous usage. Furthermore, performance expectancy, perceived enjoyment, and time distortions had positive impacts in users' satisfaction. The beneficial effects of critical mass on social influence had been recognized through this study.

Keywords

The UTAUT Theory;Flow Theory;Short-clip Application;Intention of Usage;Chinese Users