A Study on The Relationship between Short-form Content Acceptance Factors and Continued Use Intention Using The Extended Theory of Planned Behavior

Key Points

• The aim is to explore the relationship between acceptance factors of short-form content and intention to continue using it, based on the extended Theory of Planned Behavior.
• Applied the extended Theory of Planned Behavior to analyze user attitudes toward short-form content.
• Investigated the impact of factors such as information, entertainment, and convenience on user attitudes.
• Examined how attitudes, subjective norms, and perceived behavioral control influence ongoing usage intentions.
• Acceptance factors like information content, entertainment value, and convenience positively affect attitudes toward short-form content.
• Attitudes, subjective norms, and perceived behavioral control significantly influence the intention to continue using short-form content.
• Identified a mediating effect of attitudes on the relationship between acceptance factors and intention to use.

Abstract