Abstract
For the booming mobile video live broadcast industry, enhancing user stickiness and increasing user continuance intention are the key to their future development. From the perspective of user experience, combining the Technology Acceptance Model (TAM) and some related demand theory, this paper constructs a theoretical model of influencing factors of user continuance intention in mobile video live broadcast platforms. The descriptive statistical analysis of 411 valid questionnaire data shows that the current user experience level and the intention to continue using the mobile video live broadcast platform are not high. The results of structural equation model (SEM) analysis show that user experience and need fulfillment have a significant positive impact on the user continuance intention. Perceived ease of use and perceived hedonic quality indirectly influence the user continuance intention through the mediating role of user experience, while perceived usefulness has no significant impact on user experience and user continuance intention, need fulfillment also has no significant impact on user experience. Finally, through crosstab analysis, it is found that some users' demographic characteristics and some usage environment variables are correlated with the user experience level.