여행 쇼츠 동영상 콘텐츠에 대한 품질 인식과 제작자 속성 평가가 중국 이용자의 지속적 이용 의도에 미치는 영향

초록

This study aimed to investigate whether the quality of travel shorts video content and creator attributes could influence users' perceived usefulness, ease of use, and enjoyment factors, thereby affecting their intention to continue using such content. The model was validated with a sample of 436 Chinese travel shorts video users, yielding the following key results: Firstly, among the components of content quality, timeliness and information diversity had significant impacts on all three perceptual factors (perceived enjoyment, usefulness, and ease of use). However, entertainment value only influenced perceived enjoyment. Secondly, regarding creator attributes, expertise significantly affected all three perceptual factors. Friendliness impacted perceived enjoyment and usefulness, while trustworthiness solely influenced perceived enjoyment. Thirdly, all ETAM factors (perceived enjoyment, usefulness, and ease of use) were found to have significant positive effects on users' intention to continue using the content. In terms of mediation effects, timeliness, information diversity (content quality factors), and expertise (creator attribute) were shown to mediate the relationship between these factors and users' sustained usage intentions through the ETAM framework. In conclusion, the findings suggest that enhancing timeliness, information diversity in content, and creators' expertise can strengthen users' continued engagement with travel shorts videos by positively shaping their perceptions of enjoyment, usefulness, and ease of use.

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