Journal of Chaohu University ›› 2021, Vol. 23 ›› Issue (3): 19-26.doi: 10.12152/j.issn.1672-2868.2021.03.003

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The Influence of Mobile Short Video Cover's Presentation on Users' Intention

WANG Ying, CAO Jiang:School of Business Administration, Chaohu University   

  1. School of Business Administration, Chaohu University, Chaohu Anhui 238024
  • Received:2020-12-25 Online:2021-05-25 Published:2021-08-11

Abstract: 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.

Key words: presentation mode, graphic interaction, perceived usefulness, mobile short video type

CLC Number: 

  • C939