Sustainable Determinants Influencing Habit Formation among Mobile Short-Video Platform Users

Factors Influencing Willingness to Continue Using Online Sports Videos: Expansion Based on ECT and TPB Theoretical Models

Digital sports, also known as online sports, are a new form of sport that users have tried in recent years. Despite the rapid growth of online sports, the factors influencing users' willingness to sustain their use are currently unknown. Based on the theory of planned behavior (TPB) and expectation-confirmation theory (ECT), this study empirically investigates the factors influencing the persistent use of online sports videos. Questionnaires were administered to participants. A total of 305 participants completed the questionnaire. Structural equation modeling showed that all hypotheses' paths were significant, except for H11 and H12. The results indicated that perceived usefulness, expectation confirmation, and coach social presence had a significant positive effect on users' satisfaction in using online sports videos. Moreover, satisfaction, behavioral attitudes, subjective norms, and perceived behavioral control had a significant positive effect on users' willingness to consistently use online sports videos, with gender moderating the impact of satisfaction and behavioral attitudes on the willingness to consistently use. We discuss the practical implications and recommendations for applying this study's findings.

Characteristics, hotspots, and prospects of short video research: A review of papers published in China from 2012 to 2022

In recent years, due to the increase in their global popularity, short video applications have become an important topic of research. The number of users has now exceeded one billion in China; accordingly, Chinese researchers have conducted many studies on short videos. Their findings can serve as important references for both theoretical research on and the practical development of short videos worldwide. In this study, we used bibliometrics method and the CiteSpace application to analyze the content of 2163 representative research papers on short videos published in China from 2012 to 2022. The number of such papers is increasing annually in China; moreover, several core groups of authors and research institutions focusing on short video research have already been formed. Some popular topics of research on these videos include the main characteristics of short videos, phenomenon of media convergence based on short videos, and application scenarios of short videos. Over the years, research on the popular short video application Douyin has been increasing, as well. The research results indicate that issues such as the marketing of short knowledge videos, standardized management of short video platforms, and impact of these videos on the education of college students are expected to become popular subjects of scholarly research in the near future.

Chinese TikTok (Douyin) challenges and body image concerns: a pilot study

BACKGROUND

Social media content on Western platforms promoting thinness, or thinspiration, has been found to negatively affect body image perception of users. Less is known about non-Western social media use and its effects on body image concerns. Chinese TikTok, known as Douyin, is a popular short video platform with 600 million daily active users. Recent trends on Douyin encourage users to demonstrate thinness through participation in 'body challenges'. This paper argues that such content is comparable to thinspiration, however, to date hardly any research has been undertaken on these challenges. Thus, this pilot study aimed to analyse the content of three viral challenges and investigate their impact on Douyin users.

METHODS

Thirty most viewed videos were collected for three challenges (N = 90): the Coin challenge, the A4 Waist challenge, and the Spider leg challenge. Videos were coded for variables relating to thin idealisation, including thin praise, sexualisation and objectification, and analysed through content analytic methods. Video comments (N ≈ 5500) were analysed through thematic analysis, and main themes were identified.

RESULTS

Preliminary findings showed that participants who objectified their bodies to a greater extent expressed more negative body image concerns. In addition, comments on the videos had themes of thin praise, self-comparison, and promotion of dieting behaviours. In particular, videos of the A4 Waist challenge were found to incite more negative self-comparison in viewers.

CONCLUSION

Preliminary findings suggest all three challenges promote the thin ideal and encourage body image concerns. Further research about the broader impact of body challenges is needed.

How do short videos influence users' tourism intention? A study of key factors

Background

Short videos play a key role in the process of tourism destination promotion, and attractive short videos can bring tourist flow and economic income growth to tourist attractions. Many tourist attractions in China have achieved remarkable success through short video promotion.

Purpose

The purpose of this study was to investigate the behavioral characteristics of short video users browsing short tourism videos and explore what factors of short video affected users' tourism intention. This study also compared which factors were most important in triggering users' tourism intention in marketing communication via short tourism videos in order to shed light on tourism destination strategy and facilitate adaptation to market development trends.

Methods

This study developed a conceptual model by extending the stimulus-organism-response (SOR) model with technology acceptance factors (perceived usefulness, perceived ease of use) and short video factors (perceived enjoyment, perceived professionalism, perceived interactivity) to examine users' tourism intention. A convenience random sampling technique was used to distribute the questionnaire in Chinese city of Nanjing. Four hundred twenty-one respondents participated in the questionnaire, with 395 providing valid data.

Results

The results of the SEM analysis show that all posed hypotheses (Perceived professionalism - > Telepresence, Perceived interactivity - > Telepresence, Perceived enjoyment - > Telepresence, Perceived ease of use - > Telepresence, Perceived enjoyment - > Flow experience, Perceived ease of use - > Flow experience, Telepresence - > Flow experience, Telepresence - > Tourism intention, Flow experience - > Tourism intention) are confirmed except for (Perceived usefulness - > Tourism intention), which is not confirmed.

Conclusion

The findings of this study will help fill the gap in previous research on the relationship between short video influencing factors and users' tourism intention, thus contributing to the academic research on emerging short videos and the endorsement of destinations promoted by technological innovation.

The STEAM learning performance and sustainable inquiry behavior of college students in China

Teacher education students, as an important reserve in the field of education, their growth and development are related to the future of science, economy, sustainable development of education. Through participation in the educational practice of STEAM, which integrates science, technology, engineering, art, and mathematics is more beneficial for them to acquire 21st century skills like communication, collaboration, learning innovation and critical thinking. However, little has been seen about the use and effectiveness of short videos in STEAM education activities and how they can be used to support and promote teacher education students STEAM learning performance and sustainable inquiry behaviors. Therefore, this study combines the framework of triadic reciprocity determinism theory and technology acceptance theory to propose six research hypotheses and develop a research model to explore the relationship between collaborative self-efficacy (CS-E), perceived usefulness (PU) of short videos, perceived ease of use (PEOU), STEAM learning performance and teacher education students’ sustainable inquiry behavior. To achieve the purpose of this study, this study used purposive sampling and invited teacher education students from five classes of preschool education at a university in Guangxi Zhuang Autonomous Region (GZAR), China, to participate in this study. A total of 8 h of instructional guidance was provided over a four-week period, in which participants used short videos for collaborative group learning and independent inquiry and applied STEAM concepts to kindergarten science activities. Participants’ STEAM performance was measured and surveyed during the fourth week. The results of the study validation showed that (1) teacher education students CS-E had a positive effect on the PU and PEOU of short videos; (2) Teacher’s education students PEOU of short videos had a positive effect on usefulness; (3) Teacher’s education students PU and PEOU of short videos had a positive effect on STEAM learning performance; (4) Teacher’s education students’ STEAM learning performance had a positive effect on sustainable inquiry behavior.

Optimizing Film Companies’ Marketing Strategy Using Blockchain and Recurrent Neural Network Model

With the growing scale of the domestic film industry, the output of domestic films is also increasing. The design and execution problems in ticket marketing strategies adversely affect the revenue of domestic films. This paper aims to propose solutions to optimize film companies' marketing strategies by analyzing the marketing environment and current situation to increase the income of domestic films. Firstly, the current situation of BJ's marketing is analyzed, and the main problems are clarified. Secondly, the necessity and feasibility of applying blockchain technology to the operation and management of film companies are introduced. New marketing strategies and safeguards have been developed by analyzing the target market and optimizing the program. A quantitative method is used to predict a new movie's box office in its premiere month. The proposed method introduces three factors affecting the box office: new film positioning, film marketing, and film prerating, as input variables. Besides, a Recurrent Neural Network (RNN) is implemented to predict the monthly box office of the premiere of new films. The results show that the predicted monthly box office of the movie adopting the optimized marketing strategy is 1,451,718.6 CNY, which is smaller than the target box office of 1414029.8. The Mean Absolute Error (MAE) is only 0.026. The proposed model's Root Mean Square Error (RMSE) is 0.45 for the long-term prediction of a single movie price. The MAE is 0.106, and the accuracy is 0.80. The model proposed beats the unimproved Long Short-Term Memory (LSTM) model and the Autoregressive Moving Average (ARMA) model. This paper provides a reference for optimizing the film company's marketing system.

An Examination of the Influences of Habit, Compatibility, and Experience on the Continued Use of Short-Form Video-Sharing Services

Short-form video-sharing services (SVSs) have rapidly grown in popularity in the recent years. Some evidence suggests that because users can quickly and easily create and consume on-demand content, SVSs are addictive, and they appeal to a wide audience. The literature describing this phenomenon is scant. In order to fill this gap, this study examines the roles of habit and compatibility on SVS continuance intention and the interaction of these relationships with user experience, using TikTok as a context. To this goal, data collected from 157 university-student TikTok users are analyzed using structural equation modeling to determine whether these factors shape their continuance decisions. The findings show that habit and compatibility positively affect continuance intention, while experience does not. The paper offers practical steps to increase continuance intention of current users. This study enhances SVS research by confirming that habit and compatibility are important influences on continuance usage decisions.

Are Credit-Based Internet Consumer Finance Platforms Sustainable? A Study on Continuous Use Intention of Chinese Users

Internet consumer finance platforms (ICFPs), as a new Internet financial model, have emerged and been widely adopted by Chinese as well as global online shoppers following the rapid growth of e-commerce. This emerging financial tool is, however, luring younger generations deep into debt. It jeopardizes the Sustainable Development Goal (SDG) 1—No poverty, bringing the sustainability of this consumer financial model into question. To aid the sustainable development of ICFP industry, this paper distinguishes two antecedents of continuous use intention for ICFP users: (1) satisfaction, as a sustainable determinant; and (2) impulsive buying, as a non-sustainable determinant. We found satisfaction (b = 0.452) has a larger positive effect on continuous use intention compared to impulsive buying (b = 0.229). Therefore, ICFPs should weigh heavier on technology innovation instead of seducing consumers’ impulsive buying behavior. We also found that credit limit misconception poses the largest impact (b = 0.483) on impulsive buying. In the near term, governments and ICFPs may initiate public programs to improve ICFP users’ financial literacy in order to restrain their unsustainable impulsive buying behavior and cultivate their sustainable satisfaction on ICFP technology and service. Market regulators may build up institutional frameworks to tighten the abuse of financial platforms on credit issuing power and better foster sustainable entrepreneurship in this new financial platform business.

Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies.