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Examining the factors influencing college students’ continuance intention to use short-form video APP

Xiaobo Mou (Department of Information Management and Technology, School of Public Administration, Sichuan University, Chengdu, China)
Fang Xu (Department of Archives and E-government, School of Social Science, Soochow University, Suzhou, China)
Jia Tina Du (Information Management Program, UniSA STEM, University of South Australia, Adelaide, Australia)

Aslib Journal of Information Management

ISSN: 2050-3806

Article publication date: 9 September 2021

Issue publication date: 13 October 2021




The purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’ satisfaction and continuance intention to use short-form video application (APP).


Based on the existing theories, the research model of this study was developed and 445 valid data were collected through a questionnaire survey. The partial least squares structural equation modeling (PLS-SEM) was employed for data analysis to test the research model and hypotheses.


The results reveal that the recommendation algorithm has a significant positive effect on user satisfaction, new product novelty and privacy concern. The influence of recommendation algorithm on privacy concern is negatively moderated by product reputation. Privacy concern has a significant and positive impact on privacy protection behavior, and privacy protection behavior has a significant and positive impact on user satisfaction. New product novelty also has significant impact on user satisfaction.


This study is one of the earliest studies to incorporate recommendation algorithm as a construct into the college students’ continuance intention to use short-form video APP. The influence of reputation as a moderator variable on the relationship between algorithm and privacy concerns is also investigated.



The authors appreciate the valuable suggestions from peer reviewers. This work was supported by the Humanities and Social Science Foundation of the Ministry of Education in China (grant number 20YJC870004) and Qing Lan Project of Education Department of Jiangsu Province in China (grant number 2019).


Mou, X., Xu, F. and Du, J.T. (2021), "Examining the factors influencing college students’ continuance intention to use short-form video APP", Aslib Journal of Information Management, Vol. 73 No. 6, pp. 992-1013.



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