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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.

Considering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.

This study conducts empirical research using data collected from 382 Chinese TikTok users. Based on the stimulus–organism–response framework, the research model was constructed from the opponent process theory (OPT) perspective through features and emotional elements.

The results show that short-form video features influence addiction by activating users' perceived enjoyment and feeling of withdrawal. Based on the positive and negative reinforcement of the OPT, users must repeatedly interact with short-form videos to maintain positive emotions or reduce negative emotions. Eventually, this practice will lead to addiction. Additionally, users' procrastination moderates the relationship between feeling of withdrawal and addiction.

This study discussed how features influence addiction through opponent emotions on short-form video from the OPT perspective, enriching scholars' research on social media addiction. Furthermore, this study examined the moderating effects of procrastination and identifies unique features of short-form videos.

Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine viewer engagement are not well understood. This study aims to address this research gap by investigating the association between doctor image features and viewer engagement behavior, building on the personal branding theory and information signaling theory.

A sample of 1245 health science short-form videos was collected, and key video features related to doctor images were extracted through manual labeling. Multi-variable regression analysis and SPSS process model were employed to test the hypotheses.

The results show that doctor image features are significantly associated with viewer engagement behavior. Videos featuring doctors in medical uniforms receive more viewer likes, comments and shares. Highlighting the doctor's title can increase viewer collections. Videos shot in a home, white wall, or study room setting receive more like, comments and sharing. The doctor's appearance demonstrates a positive nonlinear relationship with viewer likes and comments. Young doctors with title information tend to attract more video collections than older doctors with title information. The positive effect of the doctor's appearance and showing title information, become more significant among male doctors.

This research provides novel insights into the factors that determine viewer engagement behavior in short-form health science videos. Specific doctor image features can enhance viewer engagement by signaling doctor professionalism. The results also suggest that there may be age and gender biases in viewers' perceptions.

Although leveraging social media to access healthcare information is nothing new, a boom in short video apps offers new potential for disseminating health-related information. However, it is still unclear how short video apps might facilitate and benefit users’ consumption of health information. Furthermore, the technology features of short video apps complicate attempts to conduct research about them; as a consequence, they have been understudied. For addressing these concerns, this study adopts an affordance perspective to investigate the relationship between affordances and user experience and to examine factors that contribute to users’ intention to continue using short video apps to obtain health information.

Drawing upon affordance theory, we constructed a research model that integrates four types of affordances (livestreaming, searching, meta-voicing and recommending), three types of user experience (immersion, social presence and credibility perception), and user’s intention to continue use. We employed an online survey and obtained a sample of 372 valid responses from TikTok (DouYin) users in China. The partial least squares (PLS) method was used to analyze the data.

The study found that the user experience, in terms of social presence, immersion and credibility perception, can significantly predict users’ intention to continue using short video apps to obtain health information. Furthermore, the user experience was positively associated with the different affordances provided by the short video apps.

The findings of this study have several implications. First, the study contributes to the health information behavior literature by incorporating the aspect of user experience. Moreover, the study extends the application of affordance theory to users’ health information acquisition, and it carries some practical implications on how to leverage the great potential of short video apps to serve public health communication better.

This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y).

Topic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages.

The results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism.

The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.

This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.

顾客在 TikTok（抖音）对网红葡萄酒营销短视频有何见解？探索性别和代际差异

本研究旨在了解社交媒体用户对最受欢迎的平台 - 抖音- 的网红认可的葡萄酒短视频的反应, 依靠消息解释过程 (MIP) 框架, 并识别性别和世代群组的细分差异（Z世代和 Y 世代）。

利用主题建模、内容分析和定量分析来破译从30 名社交媒体网红发布的 81 个葡萄酒视频中关注葡萄酒产品和消费体验信息检索到的 UGC 数据。

结果表明, 社交媒体用户最倾向于回应产品相关话题, 其次是影响者、情绪、饮酒意图、行为和怀疑态度。同时, 调查结果还显示, 女性群体更可能参与有社交媒体网红主题的话题, 而男性群体对产品主题的贡献更大。 Z 世代队列涉及更多关于饮酒意图的主题, 而 Y 世代则表现更多怀疑。

研究结果为酒店和葡萄酒从业者、社交媒体影响者和品牌赞助商提供了宝贵的信息, 以在各种社交网络服务中使用这种先进的策略。

这项研究首次通过 UGC 数据掌握了抖音用户对这种新兴的网红营销策略的看法。通过 MIP 体现性别和代际群体的差异从而体现本研究的原创价值。

This study embraces the call for exploring the determinants of continuous intention in TikTok. Taking the perspective of social influence, this study not only tries to explore the contextual sources of two types of social influence but also aims to unveil the influence mechanism of how social influence affects TikTok viewers’ continuous intention.

This study empirically analyzes how TikToker attractiveness, co-viewer participation, platform reputation and content appeal affect informative and normative social influence and then lead to the continuous intention of TikTok. Based on 547 valid survey data, this study adopts a mixed analytical approach for data analysis by integrating structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA).

SEM results unveil that content appeal is the most critical antecedent of informational social influence, while the TikToker attractiveness and platform reputation have no effect on it. Differently, all four external sources positively lead to normative social influence. Among them, content appeal and co-viewer participation influence the most. The influences of both two types of social influence on continuous intention are demonstrated. FsQCA results reveal seven alternative configurations that are sufficient for influencing continuance intention and further complement and reinforce the SEM findings.

Addressing the critical contextual elements of TikTok, this study explores and confirms the sources which may engender social influence. The authors also demonstrate the critical role of social influence in affecting TikTok viewers’ continuous intentions by the hybrid analytical approach, which contributes to existing academic literature and practitioners.

Not all apps can be favored on a smartphone. Users are bound to abandon some if they lose value. Analyzing the reasons behind this phenomenon can help develop strategies for avoiding app abandonment, which is the focus of this study.

This study conducted in-depth open interviews with 47 respondents who had abandoned or deleted mobile apps before and used the qualitative research method grounded theory to analyze the interview content, followed by open coding, axial coding and selective coding.

Seven main reasons are summarized after the relationship between every statement and concept is found and constructed, namely functional value, information expectation, emotional value, platform service, user trust, cost, and social influence.

Based on these findings, this study provided suggestions for mobile app developers to help them effectively improve the user experience and retain their customers.