The Influencing Factors of Taiwan Youth's Continuous Use of Mainland Social Media-Evidence from Xiaohongshu
Analyzing the persistent use behavior of Taiwan youth towards Xiaohongshu can help more mainland social media gain favor with Taiwan youth,expand the common discourse space across the Taiwan Strait,and promote cross-strait people-to-people communication.Based on the information system success model,the article integrated mediating and moderating variables,and used a questionnaire to investigate Taiwan youth's perception of Xiaohongshu.The results show that the success of Xiaohongshu's system,information,and service quality has led to the satisfaction of young Taiwan users with the Xiaohongshu system,which in turn has led to its continued use.Concerns about Xiaohongshu as a mainland application affect Taiwan users'satisfaction,and competition from substitutes in the market affects users'willingness to continue using it.For Taiwan users,optimizing the functionality is fundamental for mainland media to increase user stickiness;at the same time,strengthening the explanation of system security,data and privacy can alleviate their concerns;and maintaining a unique living style is the key to stand out from the competition in the market.
Taiwan YouthSocial MediaPersistent Use IntentionD&M Model
NETL
NSTL
万方数据
