Table 1.
Relevant Theories and Variables of the Research on the Continuous Use of Short Videos
| Theory | Explanatory Variable | Explained Variable | Author | |
|---|---|---|---|---|
| Uses and Gratifications Theory (UGT) | Information / entertainment and communication motivation | Continuous use intention | Shao and Lee (2020)22 | |
| Satisfaction, narcissism and personality traits | TikTok participation behavior | Meng and Leung (2021)24 | ||
| Continuous motivation, video sharing behavior and video creation ability | Platform stickiness | Cuesta-Valiño et al (2022)28 | ||
| Technology Acceptance Model (TAM) | Perceived usefulness, perceived pleasure, perceived ease of use and subjective norms; User participation, need for achievement, and perceived usefulness |
Continuous use intention | Chong (2021)20 Huang and Tan (2020)23 |
|
| Information Systems Continuous Use Model (ECM-ISC) | Sense of belonging, perceived entertainment and user satisfaction | Continuous use intention →loyalty | Ye and Cho (2021)19 | |
| Social usefulness, mimic relationship requirements, functional usefulness, and content quality needs met | Continuous use intention | Zhang et al (2021)30 | ||
| System characteristic factor → user perception factor | Intention of continuous participate | Tian et al (2022)31 | ||
| Others | Affordance Theory | Four types of functional visibility (live broadcast, search, original discourse and recommendation) | Continuous use intention | Song et al (2021)26 |
| Information Systems Success Model | Recommended algorithm | Mou et al (2021)25 | ||
| Social Attachment Theory | Social connection, social dependence, and social identity | Yang et al (2021)29 | ||
| Stressor-Strain-Outcome | Greedy recommendation → information narrowing, information redundancy and information overload | Non continuous use | Ma et al (2021)27 | |