Factors Influencing Users’ Viewing Intentions of Tuwei Vertical Micro-Dramas: An Empirical Study Based on TAM3

Abstract

With the rise of mobile internet and changing media consumption habits, vertical micro-dramas have become an increasingly popular content format. This study, grounded in the Technology Acceptance Model 3 (TAM3), employs a questionnaire survey and structural equation modeling to systematically investigate the influencing mechanisms behind users’ viewing intentions toward tuwei vertical micro-dramas. The findings aim to provide suggestions for content optimization. The results reveal that social norms and image exert significant positive effects on perceived usefulness, while self-efficacy in expressing tuwei content and perceived enjoyment significantly enhance perceived ease of use. Furthermore, both perceived usefulness and perceived ease of use positively impact viewing intention. These findings highlight the combined effects of technological acceptance and social-psychological factors, and shed new light on user behavior in the short-form video context.