Mediating role of users’ perceptions on the relationship between Douyin features and continuous usage behavior in China

Extensive penetration of Douyin short videos into digital socialization and content consumption with its highly engaging designs, has driven users’ continuous usage behavior to become a prominent social phenomenon in China. Even though this behavior fulfills users’ entertainment and social interaction needs, it also poses significant negative effects on their real-life social relationships, mental health, and well-being. However, existing research has primarily focused on general usage behavior, with limited focus given to the continuous usage behavior of Douyin users, especially the underlying mechanisms of this behavior. Grounded in the Stimulus-Organism-Response framework and the Technology Acceptance Model, this study aims to examine how Douyin features, including mobility, sociability, and entertainment, affect users’ continuous usage behavior, with perceived usefulness and perceived ease of use serving as mediators. A quantitative self-administered survey involving 455 Douyin users was conducted through convenience sampling. The data were analysed using Partial Least Squares Structural Equation Modelling. The study found that sociability and entertainment strongly influenced users’ ongoing use, while mobility did not have a direct impact. However, users’ perception of usefulness acted as a mediator in the relationship between mobility, sociability and entertainment with continuous usage behaviour. Perceived ease of use also acted as a mediator, but only between mobility and entertainment and continued usage behaviour. Meanwhile, sociability did not significantly affect perceived ease of use among Douyin users, and their perceived ease of use did not act as a mediator between sociability and continued usage behaviour. These findings contribute to theoretical insights into sustained user engagement mechanisms and provide actionable recommendations for platform developers to optimize user experience, enhance retention, and mitigate negative effects of prolonged usage of Douyin.