A Conceptual Framework for Analyzing Continuous Use Intention Towards Digital Media Applications

This study creates a conceptual model to study factors that impact Chinese university students' continuous usage of mobile audio applications. This study utilizes the Uses and Gratifications Theory (UGT) and Expectation Confirmation Model (ECM) to establish fundamental factors affecting these students' continuous use of mobile audio applications through entertainment characteristics and information acquisition along with self-presentation needs and companionship benefits as well as educational benefits and perceived usefulness while considering expectation confirmation factors. The study investigates how perceived risk affects the connection between satisfaction and continuous use intention. The surge in the popularity of mobile audio applications has not eliminated the problem of user retention. The proposed model serves researchers and industry practitioners by creating a theory-based framework that helps future empirical research studies. The retention of users for extended periods depends on the personalization of content, platform design changes, and protective risk measures that lead to better user experience.