Short-Form Dramas And User Perception: Influences On Continued Use

Abstract

The use of short-form dramas on smartphones is rapidly increasing worldwide. Currently, short-form dramas are popular in China, the United States, Korea, and Japan, and their impact on the global market is expected to be significant in the future. Despite growing interest from both the market and academia, research on short-form dramas remains limited. Therefore, this study aims to explore users’ perceptions of short-form dramas and their intentions to continue using them. Based on the Technology Acceptance Model, we conceptualized users’ perceptions in relation to individual and service characteristics and developed a research model to analyze their attitudes and intentions to continue using short-form dramas. A survey was conducted to assess users’ perceptions and intentions regarding the continued use of short-form dramas. The results indicated that perceived usefulness and perceived ease of use significantly influenced users’ intentions to continue using these dramas. This study offers a more comprehensive understanding of short-form drama usage and provides valuable insights for relevant market participants.