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Kore University of Enna
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Prof. Dr. Gabriela Topa
Social and organizational Psychology, Universidad Nacional de Educacion a Distancia
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Home > Archives > Vol. 11 No. 2 (2026): Published > Research Articles
ESP-4491

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2026-02-26

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Vol. 11 No. 2 (2026): Published

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Research Articles

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Copyright (c) 2026 Shixia Yang*, Alexander anak Chelum

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How to Cite

Shixia Yang, & Alexander anak Chelum. (2026). Empirical analysis and optimization suggestions of Peking Opera audience’s use intention of Kuaishou app. Environment and Social Psychology, 11(2), ESP-4491. https://doi.org/10.59429/esp.v11i2.4491
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Empirical analysis and optimization suggestions of Peking Opera audience's use intention of Kuaishou app

Shixia Yang

UNIVERSITI MALAYSIA SARAWAK

Alexander anak Chelum

UNIVERSITI MALAYSIA SARAWAK


DOI: https://doi.org/10.59429/esp.v11i2.4491


Keywords: Peking Opera audience; usage intention; empirical analysis; mediating effect; moderating effect; communication optimization


Abstract

To verify the validity of the integrated "UTAUT2-SOR" model constructed in the previous study and reveal the influencing mechanisms of Peking Opera audiences' intention to use Kuaishou APP, this paper adopted the questionnaire survey method (N=516) and Structural Equation Modeling (SEM) to systematically test the functional relationships among external stimulus factors, mediating variables and moderating variables. The results show that effort expectancy, social influence, platform characteristics, cultural identity and social interaction all exert a significant direct effect on Peking Opera audiences' intention to use Kuaishou APP, and meanwhile, usage attitude and user satisfaction also demonstrate a direct driving effect on such intention. The analysis of the mediating mechanism indicates that usage attitude has a significant mediating effect in the paths where effort expectancy and facilitating conditions influence usage intention, while satisfaction shows an obvious mediating effect in the paths where platform characteristics and cultural identity affect usage intention. The test of the moderating effect finds that Peking Opera exposure experience produces a significant moderating effect in all paths where independent variables influence usage intention, while age only exerts a specific moderating effect in the paths of effort expectancy and algorithm recommendation on usage intention. In addition, users' usage habits show an important moderating effect in the paths of 8 types of independent variables (such as performance expectancy and platform characteristics) on usage intention, whereas gender has no significant moderating effect in all paths. Based on the above conclusions, 12 practical suggestions are put forward from four dimensions, namely "optimization of operational convenience", "innovation of platform functions", "deepening of cultural identity" and "differentiated operation", with detailed specific implementation measures provided. This study offers empirical support and operable guidance for Kuaishou to improve the communication effect of Peking Opera content and enhance user stickiness.


References

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[2]. 2.Chen J J, Liu Y M, Xie Y Q. Research on Users' Continuous Use Intention of Fitness Apps Based on ELM[J]. Journal of Jilin Sport University, 2022, 38(03):31-39.

[3]. 3.Shi Y F. Research on the Influencing Factors of Audience Acceptance Behavior of Kuaishou APP Feed Ads[D]. Xi'an University of Technology, 2022.

[4]. 4.Zhao Y. Research on the Emotional Communication Strategy of Peking Opera Short Videos on Douyin from the Perspective of Interaction Ritual Chain Theory[D]. Hebei University, 2024.

[5]. 5.Xu T Y. Communication Effect of Small Theatre Peking Opera in Urban Young Audiences: A Study on the Cultural Consumption Psychology of Contemporary Urban Young Groups[J]. Culture Journal, 2021(06):235-237.

[6]. 6.Zhong C, Li L A Q. Research on the Cognizance Rules of Indirect Copyright Infringement Liability of Short Video Platforms[J]. Journal of Guangdong University of Technology, 2022, 43(04):80-88.

[7]. 7.Xue K, Lu X T. Influencing Factors of Adolescents' Intention to Watch Intangible Cultural Heritage Short Videos of Traditional Opera: A Case Study of Shadow Puppetry Short Videos[J]. Journal of South-Central Minzu University (Humanities and Social Sciences), 2020, 40(06):67-73.



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