An Empirical Study on the Factors Influencing the Discontinuous Usage Behavior of Short Video Users

In view of the negative emotions caused by the addiction of short video app users, the paper analyzes the influencing factors of users’ discontinuous usage behavior, and provides theoretical support for users and short video Apps operators to prevent network addiction. Based on social cognition theory and negative emotions, a theoretical model of short video Apps users’ discontinuous usage behavior was constructed, empirical study was carried out through questionnaire and collection data was analyzed through structural equation model. The results were as follows: usage addiction causes users’ guilty, fatigue, anger and disappointment. Guilty, fatigue and disappointment have a positive impact on users’ discontinuous usage intention, which leads to users’ discontinuous usage behavior. However, anger has no significant impact on users’ discontinuous usage intention.