The relationship between grassroots creators and short-video platforms has undergone a honeymoon period during the content entrepreneurship boom,as well as a tense game when platform power expands,and is now seeking a stable state of balanced interests for both sides.This study introduces"platform affordance"into the ECM-ISC model,collects data through a questionnaire(N=427),and tests the impact of platform affordance on the intention and behavior of short-video grassroots creators.The study finds that,in the component of platform affordance,functional usability is most essential while rules visibility is most overlooked;the satisfaction plays an important mediating role between the platform affordance and the continuous use intention.
platform affordancegrassroots creatorsshort-video platformscontinuous use intention and behavior
NETL
NSTL
万方数据
