Abstract:

Based on video website continuance usage model constructed in the previous paper, this paper makes an empirical analysis on the theoretical model using structure equation model method. The conclusion indicates that expectation confirmation model can effectively explain users’ continuance usage of video websites. Meanwhile, habit has an moderating effect on the relationship between continuance intention and continuance behavior. However, the impact of perceived cost on video websites users’ continuance intention is not confirmed. In the end, the paper summarizes the research results and puts forward the further research directions.

Keywords: Expectation confirmation model, Video website, Continuance usage, Perceived cost, Perceived entertainment, User habit, Information behaviour