移动短视频已经成为当前用户获取信息和放松娱乐的重要方式。移动短视频的封面是用户观看的直接入口，优质的短视频封面呈现方式能够吸引用户的关注。基于信息采纳模型，结合情境学习理论与图式学习理论，研究移动短视频封面的呈现方式对用户使用意向的影响及其机制。通过实验研究发现，短视频封面的呈现方式不同，对用户使用意向的影响不同；感知有用性是封面呈现方式对用户使用意向的中介变量；短视频类型在封面呈现方式与感知有用性关系之间起调节作用。

Mobile short video has become an important way for users to obtain information and relax. The presentation of mobile short video cover is the direct entrance for users. High quality of short video cover's presentation can help attract more attention. Based on the information adoption model, combined with situational learning theory and schema learning theory, this paper studies the effect and mechanism of mobile short video cover presentation on users' intention. It is found that perceived usefulness plays a mediating role between the presentation of short video and users' intention. The type of short video plays a moderating role in the influence of its presentation mode on users' perceived usefulness.