Disentangling composite influences of social connectivity and system interactivity on continuance intention in mobile short video applications: The pivotal moderation of user-perceived benefits

The expeditious proliferation of wireless network technology has caused the widespread integration of mobile short video apps into our daily routines, offering unprecedented opportunities for information dissemination and interactive communication. Despite extensive researches on the interactivity of mobile short video app, there has been a limited focus on understanding the underlying factors that contribute to users' perceived benefits and continuance intention. Leveraging insights from preceding studies, this study develops a conceptual research model that investigates how two distinct facets of interactivity, namely social interactivity and system interactivity, influence users' perceived benefits from mobile short video apps, ultimately impacting their intention to continue using them. This analysis rigorously scrutinizes data garnered from 808 users of mobile short video applications, employing structural equation modeling to validate the proposed hypotheses. The findings conclusively reveal that interactivity significantly affects users' perceived benefits from mobile short video apps. Moreover, the study elucidates that perceived benefits from these apps are the significant predictors of continuance intention. Furthermore, interactivity could indirectly influence continuance intention via the mediation of perceived benefits. These findings possess the potential not only to augment our comprehension of perceived benefits and continuance intention from the interactivity perspective but also to furnish valuable insights for scholars in the field. The research sheds light on effective methodologies to encourage the adoption of mobile short video applications and to boost user engagement in a society oversaturated with mobile technology.