The Impact of Short-Video Application Affordances on Cross-Cultural User Engagement Behavior Intention: Based on SOR Model

Nowadays, short-videos have become one of the most popular applications worldwide. Statistics indicate that short-video applications have more than 1 billion users around the world, which means that the contents in different platforms come from different countries and regions, and also represent various societies and cultures. In other words, short-videos have become an important medium for cross-cultural communication today. For users, if they cannot use short-video applications, they will lose the channel for cross-cultural content production, communication and reception. Therefore, the issues related to the media technology of short-video applications have become the objects that must be considered in the field of human-computer interaction research. This study believed that in the current age, on the one hand, research on technology affordance needs to be conducted continuously; on the other hand, how the impact of technology on user behavior would change is also a question to be concerned about. Consequently, based on the theoretical framework of the stimulus-organism-response (SOR) model, this study explores the impact of different affordances on the internal state of the organism and the correlation with cross-cultural usage responses. According to the SOR model, this study adopted the four dimensions of technological affordance - association, visibility, persistence, and editability - as the source of stimuli for cross-cultural users of short-video applications; perceived self-efficacy as an organism’s internal state; and response was investigated by measuring users’ behavioral engagement intentions. Under the quantitative approach, this study found through data analysis that technology affordance as a stimulus can influence an individual's internal state and thus the response, generating a behavioral intention to continuously participate. Finally, with the findings, this study made some suggestions for short-video applications on subsequent cross-cultural practices.