Factors Influencing the Continuous Usage Behavior of Short Video App Douyin Based on the Information System Continuance Model

With the proliferation of mobile internet, short video platforms like Douyin have become central to digital lifestyles. This study investigates factors influencing users' continuous usage behavior by integrating the Expectation-Confirmation Model (ECM-IT) with variables such as perceived pleasure, IT Identity, and habit. Data from online questionnaires were analyzed via structural equation modeling (SEM). Key findings reveal: (1) Satisfaction is most strongly driven by perceived pleasure, followed by expectation confirmation and perceived usefulness, while perceived ease of use shows no significant impact. (2) Continuous usage intention is primarily influenced by IT Identity (self-relevance of the app), satisfaction, and perceived pleasure. (3) Habit negatively moderates the relationship between intention and behavior, reducing intention's predictive power. (4) Perceived ease of use does not enhance IT Identity. These results highlight the critical role of entertainment value and user identity in sustaining engagement. Practical recommendations include optimizing content diversity to boost perceived pleasure, fostering IT Identity through personalized interactions, and leveraging habit formation via intuitive design. The study advances ECM-IT by validating IT Identity as a novel construct and offers actionable insights for retaining users in competitive short video markets.