Abstract:

Based on relevant literatures of users' continuance usage, the paper adds perceived entertainment theory, perceived cost theory and habit theory into ECM model and constructs the video website continuance usage model, the model consists of two part, namely the continuance intention model and continuance behavior model. These two models respectively studies the impact factors and mechanisms of video website users' continuance intention and continuance behavior. Meanwhile, the paper gives operational definitions of the variables and theoretical hypotheses of the model and lays the foundation for empirical research in the future.

Key words: Video website, ECM, Continuance usage, Perceived entertainment, Perceived cost, Habit, Behavior model