The Impact of User Perception Factors and Satisfaction on Users' Continuance Intention to Use Mobile Short Video Applications

based on empirical studies on the application of mobile short video, this paper takes TAM model as the basic structure, combines ECM-IT model, add subjective norms variable. Research on the relationship between satisfaction and perception factors, as well as the relationship between all variables and continuance intention, improved the model. Putting forward 8 relevant research hypotheses. The final hypotheses analysis results are all significant values less than 0.05, the results show that perception factors have a positive impact on mobile short video application user satisfaction. Second, the perception factors, satisfaction and subjective norms of mobile short video application users have a significant positive impact on continuance intention.