짧은 동영상 콘텐츠의 전파특성이 재방문 의도에 미치는 영향-중국 TIK TOK (DOU YIN) 앱을 중심으로-

Abstract

Widespread smartphone use has caused a rapid rise in the short video industry. Short video apps have competed for market share. Facing limited user resources, this industry must decide how to maintain users’ use intention and increase product loyalty. This research intends to determine which characteristics of short video communication content impacts users’ revisit intentions. It focuses on the app TikTok to examine the usefulness, interest, and resonance of the impact of communication characteristics of short video content on users’ revisit intentions. It first investigates literature related to four communication characteristics of short video content and revisit intentions. Furthermore, it analyzes four cases related to TikTok. Finally, it proposes a model and hypotheses based on research, and verifies these hypotheses through online surveys of 401 Chinese residents. SPSS is used to confirm whether the four independent variables of the communication characteristics of short video content have usefulness, interest, and resonance and their correlation to user revisit intentions. The results indicated the usefulness, interest, and resonance of the communication characteristics of short video content are positively correlated with users’ revisit intentions. Short video content’s characteristics such as usefulness, interest, and resonance determines its easy communication, need fulfillment, enhanced user stickiness and increased product competitiveness.