Factors Impacting on College Students’ Satisfaction and Continuance Intention to Use the Douyin Short Video App in Sichuan, China
Keywords:
Douyin, continuance intention, satisfaction, SEM, college studentsAbstract
This study investigates factors influencing college students' satisfaction and continuance intention of using the Douyin short-video application in Sichuan, China. A conceptual framework integrating the Expectation-Confirmation Model of IS continuance intention (ECM-IT), the Unified Theory of Technology Acceptance and Use (UTAUT), Use and Gratifications theory (U&G), and Self-Presentation Theory was developed, incorporating seven constructs: confirmation, perceived usefulness, social influence, entertainment, self-presentation, user satisfaction, and continuance intention to use. The sample data were derived from a total of 457 valid questionnaires administered to undergraduates with prior experience using Douyin. The confirmatory factor analysis (CFA) indicated a strong model fit (χ²/df = 1.125, CFI = 0.994, RMSEA = 0.017), while the measurement model demonstrated high reliability and validity based on composite reliability (CR) and average variance extracted (AVE) metrics. The structural equation modeling (SEM) results indicated that user satisfaction emerged as the most influential mediator. Confirmation improved continuance intention indirectly through perceived usefulness and satisfaction. Both perceived usefulness and entertainment were identified as major contributors to satisfaction, while social influence exerted a notable positive impact on continuance intention;while self-presentation showed no direct impact but may exert indirect or conditional effects requiring further study. Overall, the validated model elucidates the psychological drivers behind user satisfaction with the Douyin short-video app among university students in Yibin, Sichuan, as well as the behavioral mechanisms influencing their continuance usage. In practice, the study provides guidance for short-video platform operators to optimize content utility, entertainment experience, and social features to improve satisfaction and foster long-term user retention.
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