Host: Japan Society for Fuzzy Theory and Intelligent Info rmatics (SOFT)
Name : 40th Fuzzy System Symposium
Number : 40
Location : [in Japanese]
Date : September 02, 2024 - September 04, 2024
This study explores the factors that influence users' intention to continue using online video platforms, and will help mid-size video platforms better understand these factors and develop business strategies. Based on the AMO theory, this paper develops a hypothetical model to investigate users' intention to continue using the platform from the three dimensions of ability (A), motivation (M), and opportunity (O). Currently, 258 survey data were subjected to reliability analysis, KMO and Bartlett's sphericity tests, and factor analysis using IBM SPSS Statistics 26 software. Regression analysis was then performed in Excel. The results showed that the number of posts and followers in the ability factor, interest in the motivation factor, and perceived value and platform quality of users in the opportunity factor had a high impact on users' intention to continue using the platform.
