Beyond expectation and confirmation: Unraveling the drivers of continued engagement with Chinese short video apps

• Explores sustained short video platforms user behavior. • Integrates ECT framework. • Analyzes survey data from Chinese users. • Identifies key satisfaction impacts. • Links habit use to user retention. This study examines the factors influencing sustained user behavior on short video plat- forms, focusing on a sample of 416 Chinese users. Against the backdrop of the rapid rise of short video platforms, this research integrates key constructs from Expectation Confirmation Theory (ECT), including expectation confirmation, perceived usefulness, ease of use, qual- ity, and interpersonal interaction, to understand the drivers of user satisfaction and ongoing platform engagement. Using a quantitative approach, data were collected through a survey and analyzed using structural equation modeling. The results indicate that expectation con- firmation significantly influences perceived usefulness, ease of use, and quality, which, along with interpersonal interaction, are crucial for enhancing user satisfaction. This satisfaction, in turn, fosters habitual use and strengthens the intention to continue using the platform. In conclusion, the research highlights the complex interaction of various factors influencing user engagement on short video platforms and provides valuable insights for platform developers aiming to improve user experience and promote sustained usage. Future research should extend this investigation to diverse cultural contexts and explore the impact of emerging technological trends on user behavior.