Factors Impacting Undergraduates Satisfaction and Continuance Intention to Use Mobile Short Video Application in Yibin, China

While the adoption of mobile short-video applications (MSVAs) has surged, the drivers of their sustained use remain underexplored, particularly among undergraduate users. This study aims to explain continuance intention by proposing a cognitive-affective model grounded in Expectation Confirmation Theory (ECT) and the Technology Acceptance Model (TAM). A cross-sectional survey was conducted with 500 undergraduates from a university in Yibin using a structured questionnaire. Data were analyzed using Structural Equation Modeling (SEM), with Confirmatory Factor Analysis (CFA) applied to assess measurement validity and reliability. Mediation effects were examined using bootstrapping techniques. The findings show that perceived enjoyment, usefulness, value, ease of use, and confirmation all have significant positive effects on user satisfaction. Satisfaction, in turn, significantly influences continuance intention and mediates the relationships between cognitive factors and continuance intention. This study supports the applicability of the integrated ECT-TAM framework in explaining post-adoption behavior in a single MSVA. The results highlight the central role of satisfaction in driving continuance intention. However, the findings should be interpreted with caution due to the use of a single-university sample and non-probability sampling. The study offers theoretical insights into technology continuance behavior and practical implications for digital platform developers.