Influencing Factors of Continuous Viewing Intention for Knowledge-based Short Videos
In the videoized society,exploring the influencing factors of continuous viewing intention for knowledge-based short videos is of great significance for enhancing the effectiveness of knowledge dissemination.Based on ECM-ISC model,the present study introduces perceived accuracy and perceived entertainment as two new influencing factors and constructs a model of continuous viewing intention for knowledge-based short videos.The results show that perceived usefulness,perceived accuracy,perceived entertainment,and confirmation of expectations significantly positively affect satisfaction;perceived usefulness,perceived accuracy,perceived enter-tainment,and satisfaction significantly positively affect continuous viewing intention.Based on the research findings,it is recommen-ded to optimize the dissemination effect of knowledge-based short videos from the aspects of integrating education with entertainment,practical orientation,rigorous pursuit of truth,and meeting expectations.
Knowledge-based Short VideosContinuous Viewing IntentionUser SatisfactionECM-ISC
万方数据
维普
