The Effects of the Characteristics of Travel Content in Short-form Video on Trust, Commitment, Satisfaction and Continuous Usage Intention

With the rapid advancement of IT technology, China has entered a comprehensive mobile internet era. Particularly, the number of short-form video users has steadily increased from 417 million in 2017 to 1,053 million in 2023. There is, consequently, needs for researches on the continuous usage intention of short-form videos. In this context, this study aims to investigate the relationships among the characteristics, trust, commitment, satisfaction, and continuous usage intention of travel short-form videos among Chinese users of short-form video applications. For the empirical analysis, a survey was conducted using the Chinese survey site Wenjuanxing from May 8, 2024, to May 24, 2024, targeting users who have experience with or are currently using short-form video applications. Out of the 378 collected questionnaires, 362 were used for the final analysis after excluding 16 insincere responses. The main analysis tools were SPSS 26.0 and AMOS 26.0 statistical packages, and the primary analysis methods included reliability and validity verification, factor analysis, and path analysis. The results are as follows. first, based on previous research the characteristics of travel contents were classified into entertainment, informativeness, timeliness, and personalization. Entertainment and personalization significantly influenced trust, while entertainment, informativeness, and timeliness significantly influenced flow. Second, trust significantly influenced flow. Third, both trust and flow significantly influenced satisfaction. Forth, trust and satisfaction significantly influenced continuous usage intention, but flow did not significantly influence continuous usage intention. Based on these research results, the content of travel short-form videos provided by short-form video applications should always be interesting and capable of delivering information. This study, moreover, is expected to release implications to contents creators, to increase the quality of contents for users to have continuous using intention.